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  • Frank Gussoni

Is Brand Consistency Really That Important?



What is brand consistency?

Brand consistency means making sure that the way you present your company and what it stands for remains the same across all your marketing channels, the image and message that not only your existing customers but also potential customers see.


Why is brand consistency important?

Brand consistency helps create trust with your customer base and leaves a lasting impression on them. It also streamlines your marketing efforts and makes your brand easier to recognize. When your brand stays consistent, you also have a better chance of connecting with your target audience, as it can be easier to understand your message. It’s about being recognizable, conveying personality and establishing trust. It builds your brand’s authority and helps you to stand out from the competition. It can distinguish your brand from others in your industry and provides consumers with a more emotional reason to choose you. Good branding gives your product or service a personality, making customers want to interact with your business.


Brand consistency is key because it leads to brand recognition. When customers recognize your brand and have positive associations with it, they’re more likely to make purchases and commit to your company for the long term. It then leads to customer loyalty. You become their go-to brand. Also, when you create brand consistency, you strengthen the qualities your customers can refer to when recommending your brand to their friends and family. Keeping your brand consistent helps you keep your customers and gain new ones.


To create brand consistency, you need to establish your brand’s guidelines. Brand guidelines are the rules for the elements of your brand and how you will use them in your marketing efforts. Having brand guidelines in place allows you to easily maintain consistency with the look and feel of your brand. Once they have been established, you won’t have to start over with each new campaign you plan. Brand guidelines create less work for you, and brand recognition from your customers. Creating a brand with consistent visual elements and messaging calls for good decisions and organization.


Your brand’s personality should come across the same way on all media platforms. Marketing efforts must be an extension of your branding. You need to incorporate the same visual elements across all channels. Use the same color palette, fonts, logo, etc. to ensure that your customers instantly recognize your brand. Every business should strive to be immediately recognizable by their target audience. Not only does it help to build a strong association between your core messages and values and the visual elements of your brand, but it also sets your brand apart from your competition which is a very valuable asset, in highly competitive and saturated markets.


Your brand is the face of your company and it’s what you present to potential customers. It not only molds their first impression of your company, service or product, but it can also entice them to come back for more business. Maintaining brand consistency across all channels produces reliable results and can help form a solid foundation for your marketing strategies.

ABOUT AUTHOR

FRANK GUSSONI

President & Founder of A3 media. We’re Type A. We transform media from an expense into a smart investment.

CONNECT WITH ME

FRANK GUSSONI

President & Founder of A3 media.

We’re Type A. We transform media from an expense into a smart investment.

Frank’s Take provides uncommon sense media buying advice for regional and mid-market businesses.

Read more about Frank

Contact me at frank@frankstake.com

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