Your brand is the personality of your business. Like people, brands have their own image, tone of voice and behaviour.
Brand consistency is crucial to creating a successful brand. Branding is more than just using a logo consistently. It’s about making sure that all of the communications in print and online have the same message and have the same ‘look and feel’.
If you are creating a new brand then a good starting point is to define an effective strategy – be clear about your brand values, what your brand stands for and who you are talking to. Once you have a firm brand proposition, you can start to build a visual style – for example, a logo, colour palette, font family, imagery and tone of voice all based on your brand proposition. By building a strong brand image, you will help the consumer recognise your brand and help it stand out from your competitors.
Many clients come to us asking for a new logo but we encourage them to think about their brand as a whole; to consider how the brand will engage with both consumers and staff, to get the best results.
Whilst your visual look may change over time, your core proposition will remain unchanged. The brand will evolve, the products you offer may change but what you stand for will stay the same. Of course brand consistency goes further than just how your brand looks. It’s crucial that you can live up to your brand values. How many times have you bought into a brand only to be let down by awful customer service?
It’s important also that the brand is delivered consistently internally. Your staff are your biggest asset and also advocates of your brand and the products you sell. If they feel good about the company they are more likely to recommend it. Virgin is an example of a company that is known to look after its people; they believe that you can create a great place to work by taking care of your employees.
Internal comms play a vital role in engaging and educating your people – companies are now seeing the benefits of looking after the well-being of staff, which contributes to the success of their brand. Brand consistency creates recognition, clarity and purpose for the consumer, which in turn creates brand loyalty. If it is used inconsistently, then it is possible that the consumer could become confused and even mistake one brand for another, giving the other company the credit. So a distinctive, consistent brand is essential.