THE CHALLENGES OF MAINTAINING BRAND CONSISTENCY

Every company has a brand. Simply defined, a brand is what people think about you, the impressions they have when hearing or seeing your name and the way they talk about you when you’re not in the room. A good brand is well thought-out and built out strategically over time. However, it requires consistent implementation. Brand consistency differentiates your brand. It makes it feel more dependable, more trustworthy and ultimately connects you with your audience on an emotional level. It’s a long-standing concept that when a consumer is choosing a product or service, it is more of an emotional decision that a practical one.

Coca-Cola, one of the most widely recognized brands worldwide are the masters of brand consistency. Their logo has remained largely the same since the 1900s. Their script font and classic red colour are instantly recognisable. For Coca-Cola, maintaining brand consistency is just as vital to their success as their secret recipe.

Having a consistent voice

Think about your brand messaging as a direct communicator of your brand’s values and traits. Whether your brand has a whimsical or more serious voice, in order to maintain a connection with your audience, make sure to keep it consistent it across all of your channels (social media, emails, website, brochures, packaging..).

Having consistent visuals

With your messaging being your brand’s primary communicator, your brand’s look and feel is a reflection of it. The visual elements of your brand are key factors for maintaining consistency and ensuring your customers follow and recognise your brand, no matter where your content is displayed.

Ensuring your employees are brand ambassadors

Regardless of what industry you are in, building a strong brand requires that all of your employees understand why it’s important to have a brand. They need to understand your brand’s values and feel connected to your brand. Employees who are engaged, connected and committed to your brand are key to maintaining brand consistency and ultimately bringing your brand to life.

Staying true to your brand

Growth creates change in every company and forces it to evolve. Ensure that you stay true to your roots and make a conscious effort to keep your brand focused on its purpose and key values no matter what happens.

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