In many small businesses, marketing feels like a chore as you don’t have the luxury of a marketing department. This often creates a situation where the brand image suffers.
Small business marketing initiatives are often dictated by the “mood of the moment” without proper tools in place. This can lead to inefficient and ineffective marketing efforts and results, as well as the real potential of damaging your Brand value.
Marketing should be a well thought out plan, with goals, objectives, and strategy. It’s important to know who your target market is, and ensure that you market to them effectively with relevant information and a targeted message.
What is Brand Consistency?
Brand consistency is where a business attempts to communicate messages in a way that does not detract or stray from the core brand proposition. For example, a logo is always used in the same way on all marketing materials, the tone of messaging and personality is consistent, a brand typeface is used with particular guidelines on typography, Brand imagery, including consistency in colour, graphics and photography are all consistent with the initial brand development. This allows the visuals and communications to always represent the core
Don’t forget who you are, what your brand stands for, and the overall goals of your business. Make sure you stay true to your brand and don’t get carried away by new fads or opportunities that do not represent your brand. Your brand’s consistency is one of the most important assets your business has, and whatever marketing initiatives you decide to take on, you must first understand what implications this could have on your brand, and if it makes sense.
Your clients are in contact with many brands, and your brand image needs to be well aligned so that no matter the touch point with a potential customer, the brand recall is clear and cohesive. Make sure that you have a brand filter in place that will allow you to validate your new marketing element and that it “fits” within your Brands message.
Through proper planning and with the right tools in place, maintaining your brand image can be done. It might even make life easier by putting aside guessing and questioning. When you’re positioning your Brand, think of your competition, as well as the overall context in which your customers live.
Why Brand Consistency is so important
Brand consistency has one overwhelming advantage – recognition. With recognition, comes familiarity. With familiarity, comes trust and confidence. When done correctly, consistency brings clarity, purpose and loyalty.
Leading brands are leading because they are consistent.
Learn More about Straydog’s Vancouver Branding Studio [+]
Article by Rob Barnett
Partner & Brand Strategist at Straydog