Consider this: When someone meets you for the first time, what aspects are they observing to form an opinion of you? Generally, it will be your appearance, personality, and how you make them feel — and often that first impression will last forever. The same goes for people coming across a business for the first time, and that is why brand identity and brand consistency are so important.
Your brand is more than just a logo; your brand reflects what your business stands for, and it represents your products or services in a way that should entice enquiry and sales. Branding ensures you are clearly communicating to your audience what you want them to expect, experience and remember about you and your business. Most importantly, it is your first impression to the world.
It is important to create a brand that you are proud to share with the world and one that truly reflects the nature of your business. Things to consider when developing your company’s brand is what is your vision, what are your goals, and what is the personality of your business.
Once you have established your brand identity, the next step is to ensure you maintain Brand Consistency. Here’s why:
Project professionalism – A cohesive brand looks more professional and provides customers with a sense of legitimacy.
Establish authenticity – Giving consumers a dependable experience across all your channels of communication works along the same lines as always putting out a dependable product. Customers appreciate reliable brands and often see through gimmicky sales tactics or fads.
Build trust – Trust is the bedrock of modern branding. To create that implicit level of trust with your customers, consistency is key. In return, you will increase customer retention and build a quality client base.
Provide clarity – By staying consistent across everything, you eliminate any confusion about who you are or what you stand for. A consistent brand becomes an iconic brand, with clear positioning and a strong presence.
Offer internal direction – Being clear about brand identity with your team is crucial to staying aligned with your core values and positioning, creating consistent communication on all levels.