Your brand is the cumulative lived experience people have of your company and its values, making it clear to your audience and your staff what the business is all about. Effective branding is what gives a company the opportunity to stand out from the crowd, and consistent branding is what makes customers recognise your business before they even see the company name.
Consistency is important in today’s business landscape as it helps to better communicate what makes your brand meaningful. At SLG, we offer a range of branding services to make sure your brand speaks to your audience in the right way, over and over again. With that in mind, here we take a look at why having a consistent brand is crucial for your success.
It creates recognition
One of the hardest things to do in today’s market is become memorable and instantly recognisable. With so many businesses saturating industries such as construction, how do you make sure it’s your brand that people choose to use?
Being immediately recognised by your audience can increase your chance of a sale. It’s often the case that people tend to buy from brands they’ve heard of, are familiar with or have had a positive experience of in the past. Brand recognition, or brand awareness, is often a key business objective and is incorporated into many marketing campaigns.
It inspires trust and loyalty
Brand recognition goes further than just getting your name out there. By building a consistent brand, customers will begin to understand your business in much more depth than before. More so than ever before, today’s consumers are looking to align themselves with brands that they share values with. Your brand can make clear to your audience what you stand for, through a consistent message and by bringing your values to life .
In turn, being able to tell customers who you are with consistency will gradually turn into trust. For customers to trust you, they must first know you. Branding is one of the best ways to demonstrate your identity.
It maintains the value of your brand
Having a consistent brand – logo, colours and use of language – makes it easier for people to recognise and trust you. Many companies over the years have chosen to change their message, with disastrous consequences. Brands like Pepsi, Tropicana and Gap have all attempted to change their image over the years and faced criticism. However, you’ll be able to spot the Coke red a mile off, without ever having to see the full logo.
While rebranding can be beneficial, it’s important not to dilute your brand image and cause confusion. Without consistency, you can quickly start to send mixed messages which can put customers off. They can’t resonate with your brand’s personality if they don’t know what’s coming next.
If you think you need support in bringing more brand consistency into your business, get in touch to see how we could help.