How to build a consistent brand?

In today’s busy business landscape, maintaining brand consistency is essential for building trust and recognition with potential customers. It’s not merely about having an eye-catching logo or a memorable tagline; it’s about delivering a cohesive and reliable experience to your audience at every interaction.

As Simon Mainwaring, the founder and CEO of Brand consultancy We First Inc. suggests, you need to… “Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.”

What is brand consistency?

Brand consistency means aligning your messaging, visuals, and values across all platforms. This ensures that your website, social media, emails, and customer service all convey the same message and feel. Every interaction a customer has with your brand should feel familiar and trustworthy.

Why is brand consistency important?

• Building Trust: Consistency fosters trust. When customers know what to expect, they’re more likely to return. As marketing expert Jason Hartman noted, “Your brand is a promise to your customers… a promise of quality, consistency, competency, and reliability.” htmlBurger

• Enhancing Recognition: A consistent brand makes it easier for customers to recognise you amidst the competition. Think of the golden arches of McDonald’s or Nike’s tick; these symbols are universally recognised due to consistent use. They have developed so much recognition that they don’t even need their name anymore!

• Establishing Authority: Delivering valuable content and maintaining your brand’s voice consistently positions you as an authority in your field. As John Morgan emphasises, “Branding is not just about being seen as better than the competition. It’s about being seen as the only solution to your audience’s problem.” htmlBurger 

How to achieve brand consistency?

1. Define Your Brand Guidelines: Create a comprehensive guide detailing your brand’s voice, colours, typography, and imagery. This serves as a reference for anyone creating content for your brand.

2. Align Your Messaging: Ensure that your core messages reflect your brand’s values and are consistent across all platforms, including your mission statement, value propositions, and key messages.

3. Train Your Team: Everyone involved in communicating on behalf of your brand should be well-versed in your brand guidelines. Brand induction or regular training sessions can help maintain consistency.

4. Conduct Regular Audits: Periodically review your content and communications to ensure they align with your brand guidelines. This helps identify discrepancies and areas for improvement.