A brand encapsulates everything about the company from its market position to culture. A solid brand is curated over time and requires creativity, planning and periodic evolution. Maintaining brand consistency is vital to the image of a company and its products. Let’s explore why brand consistency is so important and learn some strategies for success.
What Is Brand Consistency and Why Is It Important?
Central to brand consistency is keeping the core brand intact throughout inevitable company and product changes. Employees come and go; processes and products change; and even logos are altered – but the brand is the mainstay. Maintaining brand consistency a critical component of a comprehensive brand management strategy.
Brand consistency enables companies to drive customer perception and engagement from initial contact through the purchasing process. Prospects who understand a brand – including its evolution – are more likely to buy its products. Brand consistency provides the trust that underpins marketing efforts. So how do you maintain brand consistency in your company? Below are three simple strategies to get you started.
Document Your Brand
Your company’s character, personality and identity should be documented in the brand guide. Create a digital brand portal, update it from time-to-time and keep current throughout inevitable market changes. This ensures everyone in the company has access to the current brand guidelines.
Review the brand guide on a consistent basis. Inspect and alter it with your company’s core brand messaging and image in mind. This should provide clarity to everyone and show the values they should project and uphold. It’s much easier to maintain consistency in branding if everyone in the team can easily find guidelines for creating company materials.
Keep Internal Brand Consistency Paramount
Brand consistency is a company-wide effort. Encourage employees to get involved with understanding the company values and the story behind them. If you do this, your company will exude a more professional image to all potential clients and consumers. Remember, everyone in your company should understand the brand story and easily articulate it.
Emphasize the importance of brand consistency throughout your company by raising awareness internally. This could be done by assigning a brand manager. The brand manager is the gatekeeper for company products and services. A good brand manager understands that a company reaches customers on diversified platforms and is effective in maintaining employee awareness of consistent branding throughout the company.
Another way to get your company involved in the brand is to keep it involved in lead-generating and CRM activities. If the entire company sees the importance brand consistency has on the business, they are more likely to get on board. And an easy way to get started is to employees involved in events. External events are an excellent forum for lead generation, and bringing someone outside of Sales or Marketing – for example, the Product Manager – gives them a look at how important your brand messaging is for selling your product.
Facilitate Steady Brand Evolution
A key component of brand consistency is brand evolution. As the needs of the market change, so will your company and its products. The brand will need to reflect these changes. Create deadlines to review brand consistency and decide whether steady changes necessary. This keeps the brand relevant amid dynamic trends in the market.
Remember, the core brand doesn’t change all the time, just the creative elements around it like logos, color schemes and slogans. Therefore, you should push to uphold the usual standards of brand consistency while it transforms. This can be fun and intriguing for everyone involved and is potential for growth and positive change.
Build and Maintain Your Company’s Brand Consistency
Keep these simple strategies in mind and you’ll maintain a solid, consistent brand throughout numerous platforms while staying relevant throughout future changes. An essential tool for building and maintaining brand consistency is digital asset management (DAM). With DAM, your brand and brand assets are kept in a central location and readily available to every employee. Watch a demo of Canto digital asset management and see if it’s right for you.