This article explains how to keep your brand consistent through adjustments.
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 be sure that you are maintaining consistent branding? Keep reading for part 4 of 5 on keeping a consistent brand: Adjustments.
If something doesn’t align with your brand, fix it! Maintaining consistency within your brand will involve constant attention to the little details – which may be missed sometimes as no one is perfect! Whoever handles the branding for your business should be involved in every level of your company that involves messaging, products, services or anything with visual elements – which doesn’t leave many areas they won’t be involved in.
Having someone that knows your brand inside and out can make the quality assurance process much easier. It is important that you distinguish the person or people in charge of branding, as they will be responsible for ensuring the proper changes are made to follow the brand guidelines laid out by the company. With someone looking at the branding elements constantly, they are much more likely to notice the small details that should be the same, yet aren’t. Once these details are noticed, they are able to make the necessary adjustments to correct the mistake.
Mistakes are okay as long as people are learning from them! Sharing that it is okay for branding mistakes to be pointed out will make it easier to maintain consistency with your brand as people will be much more willing to point out the flaws in hopes of making the crucial adjustments required. Allowing mistakes to be brought to light and learned from will reinforce a culture of collaboration and communication – all of which will leave employees proud of the brand they represent and more willing to maintain that crucial consistency!
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 step will help guide you in the right direction towards consistent branding.
If you are wondering why brand consistency is important, see our series on Why Brand Consistency Matters.
Next up in our series on Keeping Your Brand Consistent is Part 5 – Internal Branding and Company Culture.