In this overcrowded digital marketing landscape, building a solid brand is the only way to stand out and boost customer loyalty. This is where brand consistency comes to shine. It lets you deliver the same messaging, evoke the same emotions, and build stronger relationships with your target audience across multiple channels.
Here is how to get the most out of it.
Know your Advantages
There are hundreds, if not thousands of businesses similar to yours. So, why should your target customers choose you over them? Along with the top-notch quality of your products, you need to ask yourself what the major advantages of your brand are.
- Do you have something your competitors lack?
- How do you want your customers to perceive your brand?
- What kind of emotions do you want to evoke?
- What problems does your product solve?
Once you answer these questions, you will be able to build a brand development strategy, or even update your brand to be more recognizable, and reflect your core brand values consistently through it.
Harmonize your Visual Assets
When you see yellow arches, what is the first thing that comes to your mind? McDonald’s, probably. The Swoosh? Yep, Nike. The same goes for Starbucks, Adidas, and Apple. Why do we remember logos fast? It’s simple- humans are visual beings. Did you know that, when we hear new information, we remember just 10% of it three days later? However, if we link a relevant image to that information, we retain about 65% of it. This is why, when building a brand, you need to focus on adding consistency to your visual assets.
- Brand colors allow you to evoke different moods and reflect your brand’s core values and attributes. This is why you need to choose your color palette wisely. Your brand colors need to be pleasing to the eye, effective, and in harmony. If your main color is red, for example, make sure you add it to your textual elements and choose the photos with similar hues.
- Fonts can also tell if your brand is strict, traditional, quirky, or elegant. Always choose the one that makes sense for your brand and stick to it. Use large font sizes for your headlines to grab attention and express your brand persona, while your subtitle and body fonts need to be smaller and less aggressive.
- Image consistency. No matter if you’re using tints, blurring effects, saturation, or contrast to set a certain mood, you need to apply these effects consistently to all your images in order to create a unique feel.
- Brand layout. The position of visual elements, such as your tagline or your logo needs to remain consistent. They should be prominent and yet, not overly intrusive. Also, choose different colors for your logo so it can always stand out against different backgrounds.
Bring Consistency to your Digital Marketing Efforts
In content creation, having a detailed content calendar is incredibly important. It lets you plan out your content marketing strategy in advance, determine when and how to publish different forms of content, and put them in front of your readers on time. The same goes for your social media marketing efforts. Apart from having a comprehensive calendar, also make sure you invest in social media management tools to automate your content promotion and curation.
Most importantly, answer all your customers’ questions in a timely manner. Check your email, blog post comments, and social media comments regularly. You can even use social listening tools to keep track of your brand mentions and participate in discussions about your brand in real time.
Give your Brand a Voice
Your major goal is to humanize your brand. This is why you need to determine unique tone and voice and use them across multiple platforms synchronously. Here are a few rules you need to keep in mind when setting your brand language:
- First person plural is effective as it presents you as a united, cohesive, and satisfied group of people.
- Avoid phrases that may hurt your credibility in your industry.
- Check your spelling and grammar to position yourself as professional and trustworthy.
- Be friendly and open, but keep a certain level of authority. Your blog posts, comments, and emails should be truly helpful and considerate. Even if you receive some negative customer feedback, remain polite and try to solve the problem professionally.
- Leverage storytelling when creating your website and social media content. People want to know more about your mission, values, and ideas. They want to learn how your brand was created and meet the team behind it.
Whether you’re building your brand from scratch or you’re polishing it up, adding consistency to it should be your paramount. By giving your brand a unique language and applying your visual assets consistently, you will rise above your rivals and make it easier for your target audience to remember you.