The purpose of branding is to go beyond simply creating awareness, with the intention of nurturing a trusting and loyal relationship. It’s a comprehensive undertaking that requires consistent use of your branded identity, in all of its forms. It’s no easy task to maintain consistency among myriad print, digital and broadcast touchpoints: letterhead, business cards, ads, billboards, brochures, website, blogs, social media accounts, emails, ebooks, posts, videos, TV, radio… Reputation manifests in everything that represents your organization, including the experience of dealing with your organization.
In our ever-changing digital world and increasing communication channels, consistency is an increasingly critical aspect in successfully establishing a trusted and sought-after product, service or organization. This article focuses on the role that consistency plays in successful branding. Here are five important considerations that relate to your brand consistency, and your ability to build a strong brand.
- Start from the Heart
It all stems from your mission, vision, value statement unique selling proposition, any guiding principles for your organization. Ensure that they are authentic and aligned. A thorough understanding of what drives your organization and what it has to offer is the starting point. Your brand is the essence of what your market thinks of your organization; so consider what it is destined achieve, and what its brand should represent.
A full appreciation of your target market, their expectations and desires is also key. In order to be successful, you’ll need a receptive market; resonating with your audience paves the way to acceptance. Essentially, your brand should relate directly and explicitly to the belief system of your organization and that of your market.
- Set the Foundation
Even small companies can find it difficult to ensure that everyone treats branding aspects in a consistent manner. Add to the mix associates, freelancers, consultants, suppliers, advertisers, etc. and the task of maintaining a common front becomes rather formidable. Create a Branding Style Guide (this is often done when a new Corporate ID is created).
A branding style guide doesn’t need to be a monumental tome with excessive rules and regulations, but should cover all typical print, digital and broadcast uses. It should also be reviewed and updated periodically (at least every 3 years) to ensure it is relevant to the media and technology you and your industry are using.
It identifies all items used in presenting your organization and sets guidelines for their use. Graphic and presentation components typically include logos, icons, colours, fonts, specific photos and illustrations, etc. People have a strong and lasting connection with graphics and colours, which explains the importance placed on logos and their use.
Content components incorporate tagline, slogan, lexicon, tone, etc. What you say and how you say it can provoke tremendous impact and evoke strong emotion. In order for your audience to learn to trust your organization, they need to identify with what you have to say. The vocabulary used and tone of corporate content can help to position your organization as genuine, knowledgeable, caring, expert, as a go-to source that can be relied upon. Note that having a consistent corporate tone doesn’t mean that all your content needs to sound the same. Individual voices and characters within your organization add depth and can help to attract targeted segments or personas.
- Plan the Journey
Knowing where you came from and where you want to go makes it more likely that you’ll actually get there. To keep you, and the rest of your team, on track, plan how content and graphic identifiers will be used to build and support your brand. How will it get in front of your target market? What format will it take? When? Use an Editorial Calendar to ensure strategic, relevant and scheduled content.
Content generation provides many options (web pages, blogs, emails, social posts, ebooks, brochures, whitepapers, etc.) and is an influential means of attracting and reaching out to your audience. Consistency in template designs as well as voice/tone help build a strong foundation for your brand (keep that style guide close at hand!).
An editorial calendar maps out what content will be written, by whom, how it will be published, and when. It allows a strategic approach (ensuring consistency in both frequency and focus) and overview to ensure you are creating content that is of value to your audience as well as supporting your brand.
Chose your social media carefully, there are a lot of platforms, and just because they are cool or popular doesn’t mean it is a good fit for your organization. Also, consider the resources required to maintain an active and strategic presence.
- All Aboard
Having the components, a guide and a plan put you ahead of most companies. But to make it all work successfully you need buy-in from your organization. Your brand may not be a strong rallying force of motivation (it should be!), but it must be embraced by all. The entire organization needs to understand and support your branding initiatives.
In order for your team to be part of the successful implementation of your branding plan, they’ll need access to info and files. All graphic components, the branding style guide and editorial calendar should be easily accessible to anyone who will be publishing and presenting on behalf of your organization.
- Stay the Course
A brand strategy requires ongoing monitoring and attention. It’s part policing and part propping. You need to ensure that your team is adhering to the style guide and maintaining the image and voice to properly position your organization. You’ll also want to identify where the brand is weak and might require additional support.
Don’t be overzealous or near-sighted in your regulation. In these fluid times, acknowledge that things change and your brand strategy and implementation will need to evolve to stay current and relevant.
Do you have any thoughts on brand consistency or other considerations that could be added to this list?
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