Brand Consistency Matters: 4 Tips To Stay On Brand

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10 Branding Statistics You Need to Know in 2022 [Infographic]

Branding is not just the logo you design, the font you use, or the products you sell. It’s all these things and much more. It’s the customer experience you provide. It’s the philosophy you embrace and the culture you adhere to. A brand is a feeling that a business evokes in customers—it’s what makes your business unique.

And when it comes to online businesses, branding is no different. Have you ever visited a website and were instantly confused? Maybe you weren’t sure what they were selling or what service they offered. A lot of companies have a hard time trying to explain what they do, and how they do it. And nobody wants to buy what they don’t understand.

Your brand strategy should guide how and what you communicate with your customers. As a business, you should strive to humanize your brand. You need to think in terms of the value provided to your customers. Your brand can help differentiate your business from competitors. It can help set you apart and market your distinctive qualities.

But, a brand isn’t built overnight. It takes time. And more often than we might think, it needs a little push in the right direction from our side. That’s why we put together this guide on how to build a brand. Give your brand the push in the right direction that it needs.

Your brand shapes your business, and how people view it. And there are many factors that shape your brand. So if you’ve been curious about why branding matters, and what your customers think about it, we’ve got you covered. Let’s jump into the top 10 branding statistics that you should know about in 2022.

Benefits of brand consistency

Benefit of brand consistency

It helps create a cohesive experience for customers. When people visit your website or read your content, they should immediately feel what the brand is about. They should be able to recognize your brand identity, voice and personality right away. There are several benefits to maintaining brand consistency.

Brand recognition

One benefit is that it helps in increasing brand recognition. That’s right! The more people who recognize your brand identity, the easier it will be to make sales. If you don’t have consistent branding, you will confuse customers and lose the sale. The more consistent your brand is, the higher the chances for people to recognize it.

Builds trust with customers

Another benefit is that consistency can help to build trust with customers and potential customers by demonstrating reliability, dependability, and simplicity in a world of constant change. If your customers see you as trustworthy, they’re more likely to buy from you again.

Brand recall

As you’re driving down the street, you see a billboard or an advertisement that catches your eye. What makes it so memorable? It’s probably because it was consistent with what you already knew about the brand. Customers tend to become more loyal if they can recognize your products and services across all channels and quickly recall your business in the future. A consistent brand is one of the best ways to promote your business because it’s easier for potential customers to remember you. It makes you recognizable in your industry, which helps differentiate you from other companies.

Build an emotional connection with customers

When you connect positive emotions to your brand, your audience will begin to associate those emotions with your brand. When done right, those emotions are evoked even without your brand name. If your voice and tone don’t change as you publish more content, people will start to recognize you and trust you. Having a consistent brand message helps the audience understand your company’s goals and empowers them to maintain that connection with your brand through each interaction.

Consistency and change

If consistency is so important to establish trust, how can brands change? Naturally, brands need to change and adapt as market forces change. Otherwise, they would soon become irrelevant.

Humans do not necessarily resist change, especially if the change improves their lives. Communication is often the key to implementing change positively and retaining a brand’s credibility.

In some cases, changes to a brand may affect its identity but not the underlying values. In other instances, it is obvious how a change in brand values is both positive and necessary. Climate change is an example of the latter. A few decades ago, few companies would have considered that taking a stance on climate change is important for them. However, as awareness of the dangers of global warming is increasing, more consumers base their choices on criteria such as sustainability.

All successful brands evolve. Brand evolution and consistent branding are not mutually exclusive if a brand is built on strong values. Consistency reinforces positive values and builds a strong foundation of trust and credibility from which a brand can continue to grow.


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