THE IMPORTANCE OF BRAND CONSISTENCY
Companies that have mastered branding have kept their names and logos consistent for years, so people automatically identify their brands based on the appearance of those names and logos. A strong brand identity allows your company to stand out to consumers and direct their spending decisions.
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What Is A “Brand” & Why Is Consistency Important?
A brand is described as a term, sign, name, symbol or design intended to identify the goods/services of a seller or company which differentiates them from their competition. A brand isn’t just about the symbol you use as your logo on your company’s sign, it’s about the perceived corporate image as a whole. Consistent branding allows your company to deliver key messages and encourages brand loyalty. Branding is your company’s first impression for new customers and also reflects the attitude and personality in which your returning customers will recognize and trust. This trust encourages brand evangelism and positions your company to have a successful future. Using this recognition, marketers can drive customer perception from the beginning of the purchase process all the way to decision-making.
Implementing A Successful Plan
Start by conducting research about your ideal target markets to determine what types of messages and imagery resonates with them. Map out your strategy and ensure all marketing channels are consistent with your brand image plan. Outline your branding ideas such as positioning statements for the company and products, colour palettes, fonts, layouts, graphics, etc. Remember – your brand is a representation of your business. It’s imperative to maintain cohesion with your messaging and imagery of the brand.