Your brand is what the audience remembers about your company. It is an emotion which an individual experiences when they come in touch with your product or service. The way a brand is perceived by the audience can make or break its reputation. Hence, many companies strive to create a unique brand image to build trust with the target audience. Hence, many companies strive to create a unique brand identity to build trust with the target audience.
However, maintaining brand consistency is also an essential component in today’s market where a lot of companies are coming up to the market. With the proliferation of digital marketing, brands are constantly communicating with their audience, hence they need to achieve consistency across all platforms.
But the question that arises is why is it so? Here we will define brand consistency, explore its importance and how it can drive your business growth.
Brand consistency refers to the uniformity in a brand’s message and visual identity across every touchpoint. In other words, you say that it is the way you represent and position your company as well as communicate with the audience that has to remain the same. Ensuring a strong and consistent brand identity serves as the foundation to reinforce its market position. As a result, you will always find a reputed social media marketing agency in Kolkata emphasis on the consistency of brand image as a part of their marketing strategy.
Inconsistency and unpredictability dissuade consumers from trusting your brand. It creates a negative impression on its customer’s perception. With brand consistency, you can achieve the following:
When the audience sees the same logo, text and design it creates a sense of familiarity for them and makes your brand stand out from the competitors. For instance, whenever you see the logo of Nike, you already know that the company represents fitness and sports activities. Thus brand consistency also improves its recognition.
Consistent branding is the key to increasing trust in the minds of the consumers. They will be assured that the company is serious about enhancing their experience and will deliver as promised with no compromise in quality. The audience will be emotionally attached to your brand leading to repeated purchases and building a solid customer base. There are many such companies that have an appealing website; however, the social media platforms are chaotic with different branding techniques. Due to this, the audience fails to relate to such brands.
In a saturated market, being different from others helps to stand out from others. Consistently communicating why is your brand different or what makes it better than competitors establishes your brand’s values and personality. It will not only lead to customer loyalty but also acquisition. Citing an example, a marketer of a social media marketing agency in Kolkata stated that Apple has been consistent in three of its elements- innovation, design and customer experience. No matter what marketing strategies the other companies are adopting, Apple still position itself as the top choice among gadget lovers.
Reputed brands that are well known for providing consistent customer experience have loyal customers. They return to purchase their offerings from time to time. Whether your brand is popular for luxury, unique design or rarity, a loyal consumer base also brings others to purchase your products or services. Positive word of mouth is a good marketing strategy to reach the target audience in a cost-effective way and bring in more sales.
A social media marketing agency in Kolkata engages in clear and consistent communication with the target audience resulting in exceptional consumer experience. This is particularly important when you are promoting your brand on multiple channels. It can include websites, social media, mobile applications and even physical stores. Inconsistent brand messages that do not align with its values and mission dilute the brand, making it less recognisable and memorable for the audience.
Here are the detailed steps you can follow to enhance and improve your brand’s consistency.
A brand’s message is how your brand speaks. Make sure to use the same elements while communicating with the audience. Maintain a similar tone and the key phrases to reinforce your brand’s identity.
Creating a consistent visual identity is a great way to gain brand recognition. From logos to design, keep in mind that they all look and feel the same to develop a cohesive experience for the audience.
Creating clear rules is the first step towards building a consistent brand style. Develop a style guide that helps to ensure that the company uses the same information across all platforms.
Don’t forget to keep an eye on your branding to sure that the company’s values, mission and vision are following the required strategy. If needed, you can also make necessary changes so that the audience can resonate with your company.
Now that you know the importance of brand consistency and the steps to achieve that, make sure to follow the ways to create a reliable experience for the audience.
If you are looking for guidance to help your company achieve brand consistency, get in touch with BUSFAM, a top social media marketing agency in Kolkata. They have experts who can help your brand reach its objectives.