Your current clients and the people in your desired target audience will all experience many changes in their lifetimes. They'll go through different life stages that depend upon their circumstances and age. Consequently, they look for consistency in other ways. When they are going from their teens years into adulthood, there is a comfort that comes from knowing a certain food item is always going to taste the same or a certain lotion is always going to deliver desired results. Keeping your brand consistent all across the board matters to your customers, so here are a few ways to meet that need and help your business thrive.
First, Determine Your Brand
It has been said so often and for so long that it has begun to sound like just another cliché, but there is a lot of wisdom behind the words, "Know thyself." In order for your brand to be successful, you have to know what it is before you roll it out. If you do not know what your brand is, there is a good chance your target audience won't either. That is a recipe for a potentially expensive disaster. Whether or not you have a deadline to meet, you can try idea boards. You can also consult with professionals. Once you have narrowed down the options, it is time to seriously ponder how they each look on social media, websites and printed media as well. Then, you'll be ready to make your final decision. Take some time with it, though. You'll be living with it for quite a while.
What Does it Take to Be Consistent?
From visuals to messaging, your brand should be the same across all channels so it creates a clear representation of your business. Studies show that once a child begins to recognize brand logos, they are ready to begin to learn to read. The way a child can look at the golden arches, the bull's eye or the black mouse ears and know exactly what they represent is how you want your target audience to feel about your brand. When they see it, they should immediately know the name of the company it represents as well as the messaging. Consistency is the key. Brands do not become household names overnight. The success of Google and Amazon did not happen from one day to the next. Each company's brand was built from the ground up, and it was helped by strategic placement in entertainment, advertisement and marketing channels.
Why it Matters to Your Customers
A company's success can be built by several factors. Consistency is one of them. Credibility is another. A consistent brand will build credibility with your customer base. It will also help draw in other people who need a little bit more time to check you out. There are brands that have trained their clients to expect something different every other week, but McDonald's, Target and Disney are some of the most recognizable brands because they do not change. They might roll out new campaigns every so often, but the core remains the same. If you walk into a McDonald's anywhere in the world, you know that there are core menu items you can order whether you are in Spain, Japan or the United States.
Consistency in Media
As with your website, you don’t want to leave your logo to amateurs. Invest in professional design for your logo and use that logo everywhere for consistency. Place it on all of your company's media. This includes online and offline materials like brochures, flyers and letters. Promotional merchandise, storefronts and all digital assets should feature it as well. Studies show that it takes anywhere between 15 and 17 times for a consumer to see a commercial and remember the details of the advertisement. By placing your brand's logo on all company materials, you are creating the opportunity for consumers to remember it.
Consistency in Engagement
Another great way to keep your brand consistent is to participate in relevant events, and release relevant content on a regular basis. For example, sneaker companies do well when they attend races and post relevant running and exercise content based on a content calendar. Customers are more likely to engage with a brand that posts to its blog and social media on a regular basis.
When you operate a business, you are going to find that things run in cycles. Your job is to keep things as consistent as possible during the peaks and valleys. This is especially true of your brand. When you think it is time to pivot, think about the equity you've built before you decide.
Marketing often proves most successful when businesses employ dramatic strategies. Sticking with old methods isn't necessarily a terrible plan, but a failure to also integrate modern technological tools is. There are small business owners who still don't fully embrace the value of marketing technology. A quick look at three top benefits may lead many to take steps to start increasing technology-based marketing plans.
Return on investment might reflect the most essential sought-after benefit to any marketing campaign. Mostly, ROI refers to what you get a monetary return for what you’ve invested into into it. Investing $500 in marketing software might lead to $2,000 in new revenue. That's a $1,500 return on investment. And more benefits might be connected to the initial ROI. If new technology also increases overall productivity, cost savings and efficiencies might result. Cutting down on costs has a definitive effect on a company's bottom line. The double impact of increased revenue combined with fewer expenditures puts a small business in a superior position.
A full-service voicemail system intended to handle scores of customer service requests represents an example of valuable technology. Instead of relying on a cumbersome standard phone setup, many small business owners choose to streamline things with customer service and marketing-friendly VoIP programs. The investment tends to pay off.
Reaching More People
Casting a wider net for customers supports the cause of generating more sales. Manually performing all promotional tactics, however, has its limitations. For example, posting on several social media accounts every day is more labor-intensive than it needs to be. Using a program to handle some posting tasks will take some work off your shoulders. The technology designed to help business marketing is vaster than you might realize. The arrival of address verification technology is allowing businesses to address the 5% of USPS mail that ends up being undeliverable. By increasing deliveries, a company reaches more potential customers worldwide.
Improvements to Branding
Direct sales and revenue aren't the only things of value marketing technology may deliver. Advanced technology might support improvements to a company's branding. Branding refers to how the name recognition of a company stays cast in a positive light. A business owner must control several things to realize effective branding. One primary step involves controlling the messaging. You want to create perceptions about a business and not react to them. The communicative benefits certain technologies provide help with the cause. Outdated marketing tactics don't always work in the current business environment. Become quick to embrace marketing technology or risk falling dramatically behind.
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