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.