Brand consistency – what is it and how to build a strong brand

Green branding design kit. Corporate identity template for hotel, shop, entertainment. Business stationery mock-up. Editable vector illustration: folder, envelope, cup, card, etc.

Brand consistency is the practice of always delivering messages that are in line with the identity and values of your brand. Consistency here means that your target audience is being exposed to the same core messages repeatedly. Because the more consistent your messaging, the more consistent your branding. Textmetrics can help you improve your brand consistency. But before we tell you a bit more about that, let’s see why brand consistency is so important. 

Brand consistency = brand recognition

The most obvious reason why brand consistency is so important is that it leads to brand recognition. As a company, this is what you should always strive for, to be immediately recognizable by your target audience. You could say brand consistency is marketing at a higher level. By being consistent in your messaging you can set your brand apart from your competitors, which is especially valuable in a highly competitive and saturated market.

It helps build trust and loyalty

Trust is an important factor when it comes to selling your product or service. Brand recognition is about more than getting your name out there, it’s about helping customers get to know your brand on a personal level. Trust works so well because purchasing is more an emotional decision than a practical one. You can trigger the right emotions by making your customers feel like they know your brand. Once you have built the necessary trust, it’s easier to persuade customers to make a purchase. Brand consistency helps to build trust and loyalty since consumers will know what to expect when they buy your product or use your service. 

It evokes positive emotions about your brand

Consistently communicating positive messages can also help evoke positive emotions from your target audience. And the best thing is that your audience will, over time, begin to associate these positive emotions with your brand. It takes some time and persistence, but when it’s done right, even the slightest hint of your brand will affect those same positive emotions in your audience. Just imagine the impact on your business when exposure to your brand always makes people feel happy. It’s no secret that happy people are more likely to make a purchase. 

It helps you beat your competition

When your company does business in a highly competitive, saturated market, brand consistency can play a very important role. Being consistent in your messaging can really set your brand apart from your competitors. When customers have to choose between a number of near-identical offers, brand consistency often means the difference between earning a customer’s business or losing them to the competition. It’s important to remember that improving brand consistency will lead to more brand recognition, consumer trust, and positive reception by potential customers. And these are all important factors that determine whether a customer chooses your brand over your competition. Brand consistency sets your company apart from the rest, time and time again.

Let Agency 254 help you be consistent in your messaging

In the digital age, it’s pretty easy to create blog posts, eBooks, and other online content. Chances are that you publish articles online daily and distribute eBooks on a regular basis. The employees who write this content likely have some sort of style guide available to make sure that everything they write is in line with your brand identity. 

At Agency 254, we know that these style guides usually aren’t enough to guarantee the level of consistency you want and need for your brand. That’s why we developed a number of tools that can help you make sure that all employees communicate according to branding standards. The algorithms we developed, will assess in real-time what people are writing and our augmented assistant will help them whenever they deviate too far from your brand identity. This allows you to ensure that all written content is consistent with corporate standards and delivers a maximum impact on your target audience.

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