Branding Consistency: Key to Building Your Business

Your brand is what you want people to think of when they hear your company’s name. A brand is comprised of the thoughts, feelings, associations, visuals and values that your company holds to be true. Sounds like a simple concept, right? But for small businesses, building a strong brand can be one of the more challenging things to accomplish as it involves the integration of many components.

Find your brand position, and stick to it

Once you’ve defined what sets you apart as a company, begin creating your brand essence. Begin with defining the attitude and feeling of your brand. Is it serious or playful? Fact-driven or emotionally tied? Once you define the attitude and tone of the brand, keep it consistent among all platforms. You want to avoid mixed messages when creating a brand.

For example, think about State Farm, a company that is known for its humorous and fun TV ads. If you were to see that same brand having a serious tone with hard-hitting facts and no humor, it would seem confusing, right? Make sure your brand has a unified tone in attempt to solidify the ideal image that you aim to portray.

Creating a consistent brand message and tone builds trust with consumers and those who come in contact with your branding efforts. A consistent brand message will ultimately form a connection between your company and your customers, as well as creating positive brand awareness and correspondence for partners and potential clients. Although these efforts remain true, there is a clear difference between “consistent” and “monotonous.”

A business’s audience may include partners, customers, investors, suppliers, and community members. Effectively reaching these various groups requires messaging that is tailored to each audience. The definitive goal is to create personalized messages that speak to each audience, while making sure that all messages align with the core of your brand.

Consider the main messages you want to be communicated about your brand. This includes activities such as the tone used over the phone, email newsletters, website copy and other written or spoken communication. Using certain tools can help you organize your messaging within various platforms to ensure that your message aligns. While you may use different words or highlight different elements of the business to each audience, the overall tone and theme should be consistent.

Place Emphasis on Visuals

Another important aspect in creating brand consistency includes the visual representation of the brand. Using related imagery and a particular color palette within all marketing efforts ultimately works together to create a distinguishable visual, while allowing you to modify the language used to reach specific audiences. Some common expressions of a brand visual include the business logo, product packaging, buyer experience and promotional materials (such as ads or brochures). Such visual and verbal communication efforts have a major impact on the brand as a whole; thus, further explaining the significance in this aspect of branding.

Keeping your brand consistent will help customers recognize the name, images and the tone of the brand you create. By building and maintaining a consistent brand image, you will build trust and credibility within your community and among your customers. These branding efforts will work to increase the chances of customers returning based on the brands promise.

If you are considering starting a business, we are here to help. Strategic planning, unified branding and an entrepreneurial drive ultimately create the foundation for a successful business. 

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