The Importance Of Brand Consistency

(By Gil Gerretsen) Entrepreneurs tend to see opportunity everywhere. That's an important business building mindset, but it often also becomes a problem as a business grows. I call it "shiny object syndrome" where new and interesting things seem to take a rising business off it's optimal growth track. One of the biggest problem spots is allowing inconsistent branding to creep in.

In today's competitive landscape, where options abound while attention spans shorten, a strong and consistent brand is now an essential ingredient in the recipe for success. Businesses cannot afford to divert from a clear and focused message that creates an emotional bond with their target community.

Whether it's a consumer or a business audience, people are bombarded with an endless stream of marketing messages and information. Each source is hoping to etch their brand firmly into the prospect's mind as the preferred favorite. Hence the increasing importance of brand consistency.

With that foundation in mind, here are some of the core lessons I have learned over my career:

Lesson Learned #1 - Brand inconsistency confuses people. When people get mixed messages from a brand, they also lose trust in that brand. To prosper, every business must foster a positive brand image and message that drives sales. Consistency across the board and along all touchpoints is key to distinguishing the brand from competitors, thereby cultivating customer loyalty.

Lesson Learned #2 - Brand consistency is like a friendly face in a crowd. It fosters a longing and a sense of comfort. Just like we recognize and value the faces of our friends, a brand must create and maintain a memorable and recognizable presence for their customers. When things are uncertain, we want to see the face of a friend.

Lesson Learned #3 - Brands must stand tall in the crowd. By establishing and staying true to your unique identity, you effectively communicate your value to your target audience. A clear and consistent brand identity allows you to stand out and attract the right people at the right time.

Lesson Learned #4 - Consistent brand elements fuel recall. Great brands build a look and feel for everything they do. Their logos, colors, and messaging are all designed to prompt a specific emotional bond that triggers preference and purchasing decisions. When your messaging, visuals, and values align seamlessly across all of your business channels, you create a harmonious experience that serves as a force multiplier for your marketing efforts.

Lesson Learned #5 - First impressions matter. They are often formed in seconds, so your visuals quickly shape what people think about your brand and offer. Wherever your brand and message show up, it must fuel an emotional attention, interest, and desire. Remember, people make decisions emotionally and later justify them with logic.

Lesson Learned #6 - The more you can humanize your brand, the more desirable you become. When your brand's tone and voice connects with people, they are more likely to bond with your brand. Whether your tone is formal, conversational, or witty, that voice must be consistent in everything you do.

Lesson Learned #7 - Conduct regular brand audits. Brand reviews allow you to see how all elements of your brand identity are being deployed across all your different channels. By checking them on a regular basis, you can quickly spot deviations and work to fix them.

Lesson Learned #8 - Build an official brand style guide. By having an approved blueprint for your brand's visual, verbal, and messaging elements, you establish clear boundaries for everyone on your team. When everyone is on the same page, you will avoid well-intentioned inconsistencies creeping in.

Lesson Learned #9 - Build a centralized repository. When all of your brand assets and standards are readily available to everyone on your team, you reduce the risk of confusion and off-brand content. As you evaluate and update brand elements, you can be certain that all participants are still following the same playbook.

By taking these lessons to heart and applying them to your own business, you can comfortably build a brand that stands out from the crowd and leaves a lasting impression on your customers.

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