All companies have a brand. This brand distinguishes them from their competitors in the market. It 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 your company and its products. In this article, we’ll cover why brand consistency is so important and give you some strategies for maintaining it.
What Is Brand Consistency and Why Is it so Important?
Brand consistency is keeping the core brand intact throughout the inevitable company and product changes. Employees come and go; processes and products change; and even logos are altered – but the brand is the mainstay. It’s also a critical component of a holistic brand management strategy.
Brand consistency is crucial because it enables companies to drive customer perception and engagement from initial contact through the purchasing process. Potential customers who understand a brand – including its evolution – are more likely to buy its products. It also provides the trust that underpins marketing efforts. Below are strategies you need to maintain brand consistency.
Document Your Brand
Your brand should be documented and include the company’s character, personality and identity. Create a digital brand portal, update it from time-to-time and keep current throughout inevitable market changes. This ensures employees and managers alike are aware of how the brand is reflected.
Review the brand guide on a consistent basis. Inspect and alter the 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 employees can easily find guidelines for creating company materials.
Keep Internal Brand Consistency Paramount
Everyone in your company should understand the brand story and readily articulate it. 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.
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
It may be counterintuitive, but a key component of brand consistency – and brand management in general – is brand evolution. As the needs of the market and economy 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 things it manifests in. 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. Employees and clients alike will be grateful for your commitment to evolve the brand to stay current with technology changes. The employees should understand that the core brand is always the same and reflects company values.
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. And building and maintaining brand consistency is easier with a digital asset management (DAM) system. With DAM, your brand and brand assets are kept in a central location and readily available to every employee.