Is your brand two-faced?

If you want to gain trust, loyalty and make your business stand out from the crowd, it’s time to make your brand consistent.

Brand consistency is achieved when a brand clearly communicates its values, mission, and services across all platforms. By doing this, they create a unified brand image.

Putting your logo on all marketing material and using the proper pantone colour is important but it’s not enough. Brand consistency is an evolution; it’s not just about logos and colours. Your business needs to have core marketing messages aligned and compatible first.

Using consistency to build your brand provides your business with credibility and recognition. Gaining brand recognition moves you to the next level – trust and loyalty with your customers.

To achieve this, you need the look, feel, tone, vision and terminology to be consistent across all your customer touch points i.e., business cards, website, social media profiles, LinkedIn, marketing materials, letterhead, envelopes, invoices, signage, banners, email signature and all things related to your brand.

How will a consistent brand help grow your business?

Whether you are a startup business or established business the “face” and “voice” your business portrays is key to your success. A consistent brand is how consumers get to know you as a business. Brand recognition is not just about getting your name out there. It’s about helping customers get to know and understand your brand on a personal level. Part of engaging the right emotions with your customers is making it easy for them to recognise your brand, know your brand and that your brand can be trusted. Here are four reasons why a consistent brand is crucial to your business success.

1. Brand consistency is about building trust

Brand consistency is part of building trust. Giving customers a dependable experience across all your channels of communication works along the same lines as always providing a dependable product or service. When they know you, they will identify with you and your purpose. And when they feel like they know you and can trust you, they are more likely to recommend you to their friends.

Many clients have told me that if they could just get consumers to try their product, they know they would like it and would want to buy from them again. By putting a consistent brand message in front of consumers is a step in the right direction to converting “almost” customers into buyers.

2. Brand consistency helps establish awareness

Developing a seamless look and voice for your brand across your website, all social media channels, in your store, on your product packaging and your business card will make customers easily recognise your brand and feel more comfortable with your brand. You’re no longer convincing customers to stop into your store or buy your product or take up your service offering. Your brand is so consistent, so that when a customer sees your signature brand logo, they know who you are, what you offer and maybe already thinking about making their next purchase from you without you even having to ask.

3. Brand consistency reduces the chance of mixed signals 

When you’re getting to know a person, you start to develop opinions, ideas and assumptions about them based on your interactions. If they are inconsistent in attire and personality it can be hard know exactly who they are and what they are all about.

This is exactly how it feels to a potential customer who may be considering your business and is presented with an inconsistent brand look and voice. Inconsistency with branding can lead to a concern about your business consistency. You may think twice before bringing them into your business because they’re unpredictable. Also its harder for new customers to find you in the first place if your brand is not easily recognisable.

Your customers can feel the same about your brand if you aren’t careful. If your social media voice is whimsical and silly but your product packaging is sterile and plain, you’re sending mixed signals that will confuse consumers and leave them feeling like your brand can’t be trusted.

4. Brand consistency helps customers know your brand on a personal level

Brand recognition is not just about getting your name out there. It’s about helping customers get to know and understand your brand on a personal level. Part of engaging the right emotions with your customers is making it easy for them to recognise your brand and know that your brand can be trusted.

Brand consistency is part of building trust. Giving customers a dependable experience across all your channels of communication works along the same lines as always putting out a dependable product.

Developing a seamless look and voice for your brand across all your digital assets ie, website, all social media channels as well as in your store, on your product packaging and your business card will make customers easily recognise your brand and feel more comfortable with your brand.

Is your brand two-faced?   Contact us to find out how we can help you maximise your business awareness with a uniform brand look, voice, values, and culture and how the Spindrift Marketing team has helped many businesses get the most out of their marketing. Contact us today for a no-obligation discussion about your business goals at info@spindriftmarketing.com.au or call us on (02) 8330 6892.

At Spindrift Marketing we specialise in helping small business realise their full potential. Our team of experienced Sydney-based marketing, creative and website consultants know the marketing lifecycle back-to-front; channels, tools and tactics…we can do it all. But first we work hard to understand your business goals. Then deliver the right marketing for your business, on your terms.

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About the Author:

Kim MacDonald is the Founder and Director of Spindrift Marketing. Kim is a Marketing, Brand Management and Business Development Specialist who understands the importance of strong alignment between marketing strategy and business priorities. She has over 30 years of  marketing experience across the entire marketing lifecycle, in a range of top tier multinational organisations, in industries including Professional Services, Airlines, Financial Services, High Tech, Legal Firms, and MedTech in both Australia and the UK. Kim founded Spindrift Marketing almost six years ago, with the goal of providing small businesses throughout Australia with access to affordable marketing services and solutions that make a difference.

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