5 Tips for a Consistent Brand Message
Why Having a Consistent Brand Message is so Important?
Firstly, consistency in your branding plays an important role in boosting credibility, promoting trust and enhancing a customer’s experience, through the different touch points. Consumers trust a brand they recognize, that is predictable in its offering (assuming we’re talking about a consistent quality, not a consistently disappointing performance). Giving consumers a dependable experience across all your channels of communication works along the same lines as always putting out a dependable product. Developing a seamless look for your brand across your website, all social media channels, even in your store and on your product packaging will make consumers feel more comfortable with your brand, and more likely to purchase from you again.
So How Can You Maintain a Consistent Brand Message? Here are 5 Tips:
Write a strong brand mission. A good mission statement will guide you through all your brand’s actions and communications. It focuses on a limited number of goals, stresses major policies and values that your company wants to honour. While it’s not easy to come up with a tight mission statement that truly reflects your business, once crafted, it will serve as a guiding light.
Have a clear set of brand values that are reflected in everything you do. Re-evaluate them on a yearly basis to ensure they are still valid, or to change them if you feel they no longer represent who you are. For example, if you position your brand as fun and quirky, but your communications are very corporate, your customers may not be convinced you’re the right company to lead their creative projects. Remember to always back your words with actions. When you tie brand consistency to positive emotions, your audience will begin to associate those positive emotions with you. That means mere exposure to your brand can make people feel happy, and happy people are more likely to buy (especially from a company they trust).
Design brand guidelines and stick to them in everything you do. They will be your organisation’s guiding rules to how to use the brand identity correctly and create consistency. The visual components make your brand recognizable and help you stand out from the competition. Ensure your communication materials templates are available to your employees, so all materials they create follow the same guidelines. It’s best to have a professional branding agency help with your brand style guides, just to make sure everything is covered.
Craft content with brand consistency in mind. When communicating on behalf of the brand, whether offline, face to face, or digitally, it’s important to keep a consistent tone and personality. If your brand is fun and friendly on your website, it should have a similar voice on Facebook and LinkedIn, for example. Your messaging on LinkedIn may be less casual and more professional, but it shouldn’t sound like it’s coming from a different brand altogether. Just think about it from a real person’s perspective: whether at work or with friends and family, their personality is the same; however, their message adapts depending on the context and audience.
Offer a consistent brand experience. Whether it’s on your website or over a phone call with your customer support, your clients should receive the same brand experience across all channels. Providing a consistent customer experience fosters trust and confidence in your brand. And remember, no matter how well the interaction might go with one particular touch point, it’s the journey as a whole that should be smooth and offer a holistic positive experience. Just think about a time when your purchase experience was outstanding, yet the customer support was not able to offer you a simple answer. Did that not affect your perception about that brand? Most of the times, customers remember their negative experience with a brand, and their purchase choices are not always objective.