Many factors contribute to a brand’s success, but perhaps one of the most valuable is brand consistency. Research has shown that businesses with consistency in marketing are worth up to 20 per cent more than those without.
That’s because, whether you are a purchasing a care, buying a new phone or engaging a consultant to provide service around your house, what you’re looking for is someone you know and someone who will deliver exactly what you expect.
Therefore, building a cohesive and unified brand image and message across multiple media platforms is crucial for individuals and businesses seeking to build trust, establish brand recognition, and drive long-term success.
In today’s competitive marketplace, failure to establish coherent techniques with consistent effort makes it is impossible to build a sustainable brand or business. This article is focus on building your reputation on the cornerstone of consistency and its importance for branding.
The concept of staying consistent seems very simple on the surface, however, most people struggle with this idea.
The key reason why staying consistent over the long-term is a challenge, is that we tend to live for the short-term. In other words, when we don’t get immediate results from our actions, we often don’t see the point with continuing with those actions over the long-haul. However, the habit of consistency isn’t about obtaining quick results. Rather, it is about making incremental progress and improvements over an extended period.
And that is what brand building is about. It goes beyond developing a tone of voice, colour schemes or designing a website. Branding starts with defining your brand values and your mission. Both need to align with business objectives. Your brand messages derive from your values. The main purpose of your brand messages is to communicate your values to your customers. Consistency in branding is only achieved when every piece of marketing activity is in line with your branding strategy. This means that a strong and effective branding strategy and marketing strategy need to be in place right from the get-go.
Consequently, brand consistency means ensuring that the way you present your company—and what it stands for—remains the same across all your marketing channels, unifying the image and message your customers and potential customers see. From social media and blogging to responding to customer reviews and replying to emails, your message needs to maintain uniformity. There should be no room for hesitancy.
Take content marketing, for example. Here, consistency starts with regularity.
When your content quality, quantity or schedule isn’t consistent, it can confuse your customers. Keeping with a regular strategy not only helps create a better customer experience but it also helps build credibility trust because your customers understand the products you sell or service you perform. The typical way to do it is – start by creating a shared documents that has all your content ideas and a specific publishing schedule. Assign due dates and important tasks to member of your team and elect one member to oversee the project. Developing and sticking to a plan will naturally create a habitual process that all team members follow.
Marketing content doesn’t have to be a complicated process, but it does need to be consistent and valuable to your audience, given that it can impact your bottom line when people have increased levels of comfort about your brand or business.
Customers rely on businesses to provide a consistent experience, whether that’s in the quality of content, product or service, or in the level of customer service provided.
You may not see results today, tomorrow, next week, or even next year, but over the course of many years, your consistency will build the foundations of a successful life. Be sure to welcome feedback from your actions and adjust accordingly to help you stay on track as you work towards your goal.
How consistent are you at building a brand? Do you have a strong relationship with your customers?
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