Ensuring brand consistency…why does it matter to any organisation?


Today, I want to share my thoughts on why any organisation needs brand consistency. Brand consistency is the conveyance of brand messaging in accordance with the brand identity, qualities and strategy over time. Consistency means your target audience is being exposed to core messages, visual branding and different brand components consistently, which can assist with cementing brand recognition.

“Brands are built through the consistent delivery of the brand promise through all stakeholders to touch points” – Twitter.

“Successful brands depend on realness, drawn from genuine accomplishments, genuine qualities and feelings that are perfectly healthy at all levels in the organisation” – Twitter.

Consistency is the key to effective branding. Furthermore, consistency goes past an organisation’s products and services. The brand promise must be clear with every communication every shareholder experiences. Being consistent doesn’t mean that you can’t change. Consistency gives you a test foundation for advancing into offering much more alternatives for considerably more customers. This implies all aspects of the firm have a task to carry out in branding – from innovative work to finance to talent development.

It is the consistent, desired experience that forms trust; and trust is the foundation for loyalty and promotion. To comprehend why brand consistency is significant, we need to plunge further into how your customers make their decisions to buy products and services. Brand consistency altogether increases income revenue. Customers purchasing whatever you’re selling right away upon seeing your stuff – it doesn’t work that way. This is not how buying decisions are made, because that is not how you also make your purchasing decisions. When people don’t know you yet, they’re not sure whether they can trust you. It doesn’t matter how smart your first impression is. This, again, applies to the job market.

How to maintain brand consistency?

#1. Set brand guidelines for your firm

This incorporates insights regarding your tone of voice, favoured proficient terms and general code of conduct. Any organisation should have some in place, no matter your stage in the journey to consummate branding. When such guidelines are made, don’t let them to become an idol. Research from Lucidpress shows that 95% of organisations have brand guidelines; however, only a quarter (1/4) of them are reliably implemented. This is the result of not seeing positive outcomes.

#2. Invest in high quality components

These incorporate top-notch training and coaching for front-line employees, so that customers’ experience is consistently steady with the brand message. This obviously draws out the organisation’s brand promise. Put your brand guidelines centrally, and remind your employees to check back on them when uncertain of how to represent your brand.

#3. Branding resources

Make sure to provide your employees with branding resources. Now, since every employee is aware what your brand is all about, how can they maintain consistency in the event that they want to create things for external use? Provide them with font names, logo variations, illustrations, color palettes, branded templates and software to use in order to save time and keep a high level of consistency.

#4. Think beyond your website

Any organisation is sure of a huge uplift in revenue collections if it always refers back to its brand guidelines – not just for your website. Stop changing your core messages repeatedly and losing your customers’ interest. You need to remember your brand – not forget it.

The writer is a Marketing and communications lead | New Sun Ltd., Kampala – Uganda | E-mail: [email protected] | Mobile: +256 782 018245 |Twitter: @robertbogere11 | LinkedIn: Robert Bogere

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