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Keeping Your Brand Consistent: Part 1 – Mission, Vision and Values

4 mins read

This article explains how to keep your brand consistent through a mission statement, vision statement, and core values.

Brand consistency is the importance of maintaining the same delivery of the brand’s messaging over time. Your brand’s message is anything that portrays your company and the brand you represent; your logo is always used in a similar way, your fonts are consistent, the same tone is used for your content, and colours you use are consistent across all mediums. Each branding aspect and piece of marketing material used should be like members of the same family, supporting and even looking similar to all the other members of the family. By delivering a consistent brand experience to your consumers it creates a specific style that can be recognized and is how you gain brand-loyal consumers that will choose you over the competition. How can you make sure that you are maintaining consistent branding? Keep reading for part 1 of 5 on keeping a consistent brand: Mission, Vision, and Values.

Mission, Vision, and Values

From the beginning your brand should reflect your company’s core values, which relate directly to your mission and vision statements.

    • Values: These are the fundamental beliefs that dictate the behaviours of your company.
    • Mission: A short statement explaining why your organization exists, and what your overall goal is.
    • Vision: An inspirational statement of the future your company is aiming to create in the world.

Mission, Vision, and Values

From the beginning your brand should reflect your company’s core values, which relate directly to your mission and vision statements.

    • Values: These are the fundamental beliefs that dictate the behaviours of your company.
    • Mission: A short statement explaining why your organization exists, and what your overall goal is.
    • Vision: An inspirational statement of the future your company is aiming to create in the world.

As the old saying goes “actions speak louder than words”. If you are telling your consumers one thing and then your actions are not reflecting that, they may begin to feel confused and not know what to expect from your brand, this isn’t ideal. What do you want consumers to feel when they interact with your brand? You must ensure that your brand sends the right message to your audience about what you do and what they can expect if they choose to engage with you. Confirm that you have your mission statement, vision statement, and core values written down, then refer to them to make sure all your elements of branding and content are aligned with them.

Are you creating a consistent brand experience?

As your company increases in size and numbers, communication increases, it becomes easier for little things to be missed, and for mistakes to happen within your branding. Whether your business has created its overall look, or you are still working on it, take a moment to ask yourself the following question: Are you creating a consistent brand experience? If the answer is no, the above tip will help guide you in the right direction towards consistent branding.

If you are wondering why brand consistency is important, read our series on Reasons Why Brand Consistency Matters.

Next up in our series on Keeping Your Brand Consistent is Part 2 – Brand Guidelines.

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