3 ways to create consistency with your brand

This blog piggybacks off of my previous blog where I talked about sabotaging your business by having an inconsistent brand. In this post, I am talking about creating consistency with your brand so you can achieve your goals.

So, the only way to really make sure your brand sticks and that your audience remembers who you are and what you’re about is through consistency. Consistency is critical in ensuring that your brand is memorable. People need to be exposed to your brand many times across multiple channels.

Consistency for your audience is not only achieved through seeing your brand across multiple channels but also when your brand provides the same overall message and experience across those channels.

For example, if your brand always has beautiful, lengthy captions on your Instagram posts, but you are sending out short, 3-word emails to your audience that can create confusion. It makes your audience think that you are not consistent or credible and it will drive them away.

Confusion drives people away. That’s not your end goal. Consistency builds brands.

So how do you create consistency with your brand?

Project a consistent look

You want your audience to be able to immediately identify your work, so be sure that the colors you use, the style of your images and the look of your marketing materials all reflect your brand. If you’re not sure how to do this, check out my blog post on creating a brand.

This means always making sure that your logo can be clearly found throughout your social media accounts, your email responses, within your blog and on your marketing materials when it’s appropriate.

Communicate a consistent tone and voice

You have a voice and personality that is unique to you, make sure to express it in every single marketing piece and communication you share!

For example, if your voice is very relaxed and laid back, make sure your emails also reflect that. Overly formal emails will only throw off your customers and make them question your consistency. If you’re witty on your blog, then you want to make sure that your social media communications share the same style.

Embrace a consistent message

Take, for instance, Chik-fil-A. If you haven’t seen their constant commercials and billboards with the Cows writing the message: Eat Mor Chikin, you’re missing out, because they are so hilarious! Each time I see them, it further reminds me of their brand and their business. 

Your brand’s message contributes to how your brand is defined and viewed by your audience, which is why it is so important to make sure that your message is communicated clearly so that there is no confusion as to what your brand definition is.

To keep your messaging consistent across all of your marketing and communications channels, your brand’s message needs to be communicated in a way that is consistent for all customers. This includes visuals, copy, tone of voice and more.

You will want to create a content strategy that is aligned with your brand value and mission. For example, if your brand is about exceptional customer service then that message needs to be integrated into your content and marketing.

Consistency is about making sure that your prospects and customers never doubt who you are.

Creating consistency around your brand shows your audience that not only do you have set expectations for your business but that you meet, if not exceed, those expectations in every possible way. Each and every time your customers come into contact with you and your business, they will receive an experience that will make you more credible in their eyes. Isn’t that what we all want: to be recognized as credible to our audience?

So, as you’re creating your marketing plan and strategy, take a moment and be sure that your branding is consistent across all of the different channels for your business. Make sure you specifically take a look at the words, actions, and visuals you produce because all of those things make up a brand.

STILL STRUGGLING WITH CONSISTENCY?

If you would like to learn more about how to deepen your communications with consistency, that is one of the 4 topics included in the Beautiful + Smart Business Branding for Service Providers course.

The other three modules will cover: defining what drives your core brand purpose; getting your client – and your message – right; and tapping into and empowering your true self, all of which will help you hone your brand identity. Click here to enroll now!