In the journey of growing your business your brand can be one your biggest assets, if you pay it the attention it deserves.
Developing and maintaining a recognisable and consistent brand should be given serious consideration and care.
This is no mean feat, but it is worth it.
Research published in the Lucidpress report The state of brand consistency showed that a coherent brand presentation across all platforms will increase revenue by up to 23 per cent.
So what is brand consistency?
To have a consistent brand means that when an audience sees your communications, they know they’re from you.
It’s more than just having your logo attached. This applies to both the visuals you display and the words you use.
Having a recognisable visual language, a clear personality and an unmistakable tone of voice are all tools to get you towards brand consistency.
When used together, they can be extremely powerful.
Amazon founder Jeff Bezos says: “Your brand is what people say about you when you’re not in the room.”
Yet the things you say and do when you are in the room, and how you go about them, play a large role in that perception.
Why consistency matters
You might be thinking: why is consistency important?
Can’t I just put out good communications and convert people to become clients, regardless of tone?
But simply put, customer awareness is a process.
The first time a potential client comes across your firm may not be the time they decide to work with you.
If the second and third time they find you there’s no consistency to your brand, it may as well be the first time all over again.
Repetition builds authenticity and trust, and gives you a better chance of being remembered.
Brand guidelines, and what should be in them
Knowing about the importance of brand consistency is all well and good, but how do you achieve it?
A good place to start is by developing robust brand guidelines.
These are effectively a set of rules, typically collated in one place such as a PDF document, to govern how your brand should be communicated.
The more comprehensive the better, but your brand guidelines will generally cover:
- Colour palettes
- Brand fonts
- Tone of voice
- Logo usage dos and don’ts
- Templates for social media graphics
The next step is sticking to these rules, so make sure they’re briefed into and understood by your team, and in particular anyone responsible for brand communications.
It’s important that brand guidelines are accessible to everyone they’re relevant to.
If you have the capacity within your team, it can be worth having someone as a 'brand guardian', to make sure the guidelines are being adhered to.
To put it another way, think of it as another metric by which to measure best practice.
Once you have brand guidelines in place, you can then explore the possibilities within those boundaries and get creative with your brand.
Ultimately, a strong visual identity with consistent messaging will mean your business is making a greater impression, and one that lasts longer.