Brand Identity – Why Consistency is Key to Success

There is a lot of buzz about branding, and while it may seem like it’s the place of large companies, they all started small once and there is a lot we can learn from the power of branding. The building blocks are basically the same whether you’re a start-up or a well-established business.

The importance of maintaining a consistent Brand

Good brands allow us to make purchase decisions very easily, and a strong brand has real value, where potential customers will choose to buy from you over the competition. One very important aspect for effective brand-building is to ensure you project the same brand identity across multiple platforms.

Brand consistency is more than just applying your logo to all communications

A strong brand identity conveys your brand’s personality and values – and extends to every marketing channel and tactic your business puts in place.

Think of MacDonald’s and how consistent their brand is, no matter which part of the world you are in.

One reason why McDonald’s is so successful is that it has a highly recognisable brand identity. You know that no matter where you are, they will all look the same, from the menus, to the same quality and taste in food, to the key mascot, Ronald McDonald. The shear consistency of this amazing brand is part of the reason why McDonald’s is one of the biggest brands of all time. The same consistency can ensure the success of your businesses brand.

How to erode your brand without even knowing it

All too often I’ll come across a small business where their online brand is very different to what’s conveyed in their brochure. This is because they’ve outsourced their logo to someone overseas, the owners younger brother studying IT has built the website, then they’ve run down the road to the local print shop to have a brochure template designed by one of the assistants. Over time the different designers, printers, sign writers, web developers and even staff members slowly erode the brand you’ve worked hard to create over the years.

Do your branded materials consistently ‘wow’ your prospects?

It’s important to project a professional brand identity that rivals the “big guys” by coordinating your look across the full range of marketing materials you use — from your business cards and other printed materials such as envelopes and letterhead to your online presence via a website or Facebook page. Your communication and marketing materials should signal that you’ve “got it together,” and you’re someone customers can trust to get the job done well.

In a world where first impressions count for so much, it is essential to use professionally branded marketing materials to promote your products or services consistently at every customer touch point. Things to look out for which designers pay careful attention to are use of different fonts, colours, layout, image styles – all which affect the overall brand and are often not kept consistent.

Tight Budget? Invest in a Brand Style Guide

As a busy business owner on a tight budget, you may be wondering how on earth you’ll be able to find the time and money to create a professional, coordinated look for your brand.

If costs are a big issue for you, then getting your designer to create a brand style guide is a worthy investment. This way your employees and suppliers can ensure your brand is kept consistent no matter which medium you use to promote your business.

Our job was to develop their brand by keep the integrity of their identity consistent across all forms of communication.

Not sure where to start?

If you want to know if your brand is working for you, why not contact us today to organise a free brand consultation with Bright Owl Marketing.

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