A brand encapsulates everything about a 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. Explore why brand consistency is so important and learn some strategies for success.
What Is Brand Consistency and Why Is It Important?
Brand consistency keeps the core brand intact throughout company and product changes. This helps maintain brand consistency. Employees, processes and logos change – but the brand is the mainstay. Maintaining brand consistency is a critical component of a comprehensive brand management strategy.
Brand consistency drives customer perception and engagement throughout the purchasing process. Prospects who understand a brand 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? Get started with these three simple strategies.
Document Your Brand
Document your company’s character, personality and identity in the brand guide. Create a digital brand portal and update it to keep current throughout 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 easy to maintain consistency in branding if teams can find guidelines for creating company materials.
The creative process is dynamic. Download the ebook below to learn more strategies for creative processes:
Brand consistency is a company-wide effort. Therefore it’s important to encourage employees to learn the company values and the story behind them. If you do this, your company exudes a professional image to potential clients and consumers. Remember, everyone in your company should understand the brand story and easily articulate it.
Raise awareness internally to emphasize the importance of brand consistency throughout your company. 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. They also maintain employee awareness of consistent branding throughout the company.
Another way to get your company involved in the brand is keep it active 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 involve employees in events. External events are an excellent forum for lead generation, and bringing someone outside of Sales or Marketing – for example, the Product Manager – shows the importance 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 should reflect these changes. Create deadlines to review brand consistency and decide whether steady changes are necessary. This keeps the brand relevant amid dynamic trends in the market.
Remember, the core brand doesn’t change all the time. Instead, the changes take place within creative elements like logos, color schemes and slogans. Therefore, you should push to uphold the usual standards of brand consistency while it transforms. This is fun and intriguing for everyone involved. Most importantly, it has massive potential for growth and positive change.
Build and Maintain Your Company’s Brand Consistency
Keep these simple strategies in mind to maintain a solid, consistent brand throughout numerous platforms while staying relevant during future changes. An essential tool for building and maintaining brand consistency is digital asset management (DAM). With DAM, brand assets are stored in a central location and readily available.