Brand consistency can maximize a company’s reach and create a positive image for your company and its products. Cultivate and maintain the right brand image so your organization can actuate its full potential. Here are the important strategies for maintaining brand consistency.
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.
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.
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.
For more branding advice, check out our 5 Simple and Effective Brand Management Strategies article.