This article explains how to keep your brand consistent through internal branding and company culture.
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 customers that will choose you over the competition. How can you be sure that you are maintaining consistent branding? Keep reading for part 5 of 5 on keeping a consistent brand: Internal Branding and Company Culture.
Internal Branding and Company Culture
Your brand is not just for your customers and external purposes. Your brand is just as important internally; for your employees and the culture you are creating. Beyond your brand reflecting your employees and culture, you will also need them to be invested in maintaining your brand’s consistency! Once you’ve taken the time to foster a brand voice that resonates with your audience, the delivery of your brand will need to match that voice, and your staff are the ones that help deliver that experience. Sometimes marketing teams get so focused on driving external sales and promotions that they forget about their internal customers. Your employees should want to buy-in and support your brand. While a style guide will help in supporting the consistent delivery of your brand visuals, it will not be enough to gain employee participation or create a brand-centric culture initiative.
It is a great idea to work with HR in order to create a formal corporate culture program that can highlight the importance of branding and brand consistency, as well as ways to keep your employees engaged with the place they spend the majority of their time. Your company brand and culture reflect each other in an interconnected system. Your brand can be seen as the outward manifestation of your company’s DNA, while the culture is where that DNA is born. Company culture creates your brand, and your company’s brand reflects your culture. Furthermore, company culture will showcase if your brand is perceived well by employees and consumers. A strong culture will result in satisfied employees, which leads to increased energy and the motivation to represent the company’s brand. If employees aren’t proud of the place they are working, they are likely not going to support the brand that has been created. A great question to consider is “are my employees proud of where they work?”
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 5 steps in this series will help guide you in the right direction towards consistent branding.
If you are wondering why brand consistency is important, read our series, Why Brand Consistency Matters.