The key to branding success is consistency. If you give off mixed messages, you are only going to confuse customers and dilute your presence. Think about some of the most recognised brands, such as Coca-Cola. They are one of the best examples of unwavering brand consistency. With that in mind, read on to discover more about how to achieve this.
Put together an in-house branding police squad
Most business owners are guilty of trying to do it all. But do you really have the resources and time required to monitor your branding materials and your brand name? In truth, you should not have to. Instead, put together an in-house brand police squad, and they can do this for you. If something goes against your official branding style, they should get in touch with you.
Ensure correct access to branding materials
Anyone on your team that distributes branding material needs to have complete access to graphics, logos, and other branding materials. The last thing you want is for a branding faux pas to occur because someone on your team has put together his or her own rendition of an important branding graphic.
Branding needs to be at the forefront of what you do
Never let your standards drop. It’s not just about your website or printed marketing materials. Branding needs to be at the forefront of everything you do, no matter whether you are invoicing clients or you are paying your own employees. There are plenty of invoice and sample check stub templates online that can make this easy. You can use these as the basis for your important documents, tweaking them with your logo and other important graphics so that they are consistent with the image you want to give off.
Make a branding style guide
It is a good idea to create a branding style guide so that everyone at your company is aware of what is deemed acceptable and fair when it comes to using branding materials. You should include the likes of your company name, slogan, mission statement, logo designs, copy guidelines, photo and imagery styles, typography, and color schemes.
Your entire team needs to be on board
The easiest way to ensure that team members are all on the same page is to find out what companies they love the most and why. By doing this, you will be able to find good examples of consistency that will resonate the most with your employers. No matter who is involved with brand building at your business, everyone needs to understand the correct use of logos, forum accounts, social media profiles, company taglines, and anything else that has an impact on brand consistency.
Don’t be fooled into thinking consistency is boring
Last but not least, one of the biggest mistakes that business owners make is believing that brand consistency equates to being boring. This is definitely not the case. Do you find Apple boring? What about Google? If you think about any brand that is memorable and makes a positive impression, you will find that consistency is one of their keys to success.