While it may be exciting to stretch your creative muscles every time you create marketing content, it’s important to remember that building a brand relies heavily on whether your customers recognise your content or not. Changing things up every time might be fun for you, but does very little for your brand-building efforts, and ultimately ends up negatively impacting your bottom line.
In this post, we unpack how consistent branding can impact sales and profitability, and look at what you can do as a small business owner, to help maintain consistency in your digital marketing efforts.
Brand Consistency and its Impact on Sales
Builds Trust: Consistent branding helps to build trust with customers. When your business has a consistent brand across all of its digital marketing channels, it shows that you are reliable and trustworthy. This can help to establish credibility with potential customers and increases the likelihood that they will do business with you.
Increases Recognition: Consistent branding helps to increase recognition of your products or services. When your brand is consistent across all of your digital marketing channels, it makes it easier for customers to recognize you and your content and also to remember it when they are making purchasing decisions.
Enhances Recall: Consistent branding enhances recall, which is the ability of customers to remember a brand or product. By having a consistent brand across all digital marketing channels, you can increase the likelihood that customers will remember you and your products when they are ready to make a purchase.
Differentiates you from Competitors: Consistent branding helps you differentiate yourself from your competitors. When a business has a unique, consistent brand that stands out from the competition, it can help to attract and retain customers.
Increases Value Perception: Consistent branding can increase the perceived value of your products or services. When your brand is consistent across all digital marketing channels, it shows that you are professional and committed to providing high-quality products or services. This can help to increase the perceived value of your brand, which can lead to higher sales and profitability. This is also because customers are generally willing to pay more for a product or service based on the value they feel they are getting for their purchase.
As you can see, consistent branding is essential to the success of your digital marketing efforts. It can help to build trust with customers, increase recognition, enhance recall, differentiate from competitors, and increase the perceived value of your products or services.
How do I Keep my Branding Consistent?
To ensure that your branding is consistent throughout your digital marketing efforts, you can take the following steps:
Develop a Branding Strategy: This is your first step in ensuring consistent branding. This strategy should outline the key elements of your brand, including the company's values, mission, and personality. This strategy should also include guidelines for the use of your visual elements such as logos, colours, and fonts. There are a few blog posts that touch on this, but if you would like to discuss your brand strategy, please get in touch.
Use Consistent Visual Elements: The visual elements of your brand, such as logos, colours, and fonts, should be consistent across all digital marketing channels. This means using the same logo, colours, and fonts on your company website, social media profiles, and other digital marketing channels.
Use Consistent Messaging: The messaging used in digital marketing efforts should also be consistent with your brand strategy. This includes using the same tone and voice in all marketing materials, as well as using consistent language and messaging. To read more about how to do this, have a look at this post.
Create Brand Guidelines: It’s not enough to try and remember how to use your visual elements and keep your messaging consistent, you need to physically write down what the rules around these are. To do this, you need to create brand guidelines that outline your brand strategy and guidelines for the use of visual elements and messaging. These guidelines can be shared with employees and used as a reference when creating marketing materials.
By taking these steps, you can ensure that your branding is consistent throughout your digital marketing efforts. This consistency will help you build trust with customers, increase brand recognition, and differentiate yourself from your competitors - all of which can lead to increased sales and profitability.