Just like how you have different types of foods in a buffet, similarly you have various marketing channels.
You must choose your channels wisely.
Once you have done that, you put forth content. Now, it is an obvious statement that you must have your hands dirty while marketing in today’s day and age. You must use long-term methods of marketing like SEO, as well as short-term marketing methods such as Google AdWords.
By doing so, you know have a variety of platforms that you use to market your brand. Digital marketing agencies help in marketing your brand digitally.
Therefore, it becomes important that the content that you put is consistent across all platforms.
Here’s where brand consistency comes into play.
Read on to know what brand consistency is and how does it help you in succeeding!
What is a brand?
To fully understand what brand consistency is, let’s understand what is a brand.
A brand is a feeling. It stands for the emotions that we associate with a company. Overall, it is the personality of a brand, how a brand is viewed by its target audience.
It takes a good amount of time and effort to build a brand. More importantly, you must make sure that your brand is consistent with the way that it presents itself across all platforms. Branding and advertising agencies are specialists in brand building.
What is brand consistency?
Let’s take an example to understand what brand consistency is.
Have you noticed how McDonald’s maintains brand consistency?
They have 2 primary color palettes. The first one is a red and yellow combination, while the second one is a white and yellow combination.
Its logo will always be in the yellow font. The iconic ‘M’ with its golden arches is enough to recognize the brand. It uses only these 2 color palettes in almost all its marketing campaigns.
It also uses the same types of fonts, so that once you see those yellow arches with a red background, you instantly recognize the brand.
Basically, brand consistency means that your target audience is repeatedly being exposed to core messages, visual branding, and other brand elements, which helps in solidifying brand recognition. Branding agencies can help in solidifying brand recognition!
How is brand consistency achieved?
Brand consistency can be achieved through by maintaining consistency in the following aspects:
Colors:
Make sure that the colors you use are the same across your marketing platforms. For example, Pizza Hut ensures that it uses red in the interior design of all its branches, as well as in all the boxes that it delivers its pizza in.
Logo:
Logos can be regarded as the face of a brand. It should be made sure that your logo is consistent across all your platforms. Notice how Nike only changes the color of its logo, else it is the same iconic ‘tick mark’ that we see on all its products.
Fonts:
Another key factor in brand consistency is the usage of fonts. For example, notice how Nike’s fonts are in-line on all its platforms with the font that it uses in its logo.
How does brand consistency help you?
The most important goal of brand consistency is that of leading to brand recognition.
This ensures that whenever a consumer sees your logo, they immediately think of the products you offer, and more importantly they think about your company.
Brand recognition means that you have set your brand apart from the competition. It is a significant achievement in branding your business.
There are levels to brand recognition as well.
For example, what do you think of when I say, ‘a white colored Apple with a bite taken out of it?’
You immediately think of the world’s most valuable company, Apple. This means that Apple has taken brand recognition to such a level that even a brief description of its logo is enough for a person to recognize the brand.
Similarly, brand consistency gives your organization a consistent personality.
While branding can be referred to as establishing a personality for your brand, a consistent personality is necessary across platforms.
This consistency ensures that you build a level of trust in the minds of the consumers.
It also means that you have a brand presence across a wide variety of platforms, again leading to a higher chance of your brand getting recognized. This also sets you apart from the competition.
Brand consistency also gives your brand a sense of professionalism.
This professionalism is important to let the consumer know that you are a legitimate brand. When you have a consistent visual identity, it increases trust in the minds of the consumers.
Conclusion
As important as branding is to a business, it is just as important to maintain brand consistency.
With the market expanding, as well as the spending habits of people changing, it must be made sure that you brand and market your business in the best ways possible.
Doing so ensures that you get the highest level of brand recognition that there is, which in turn sets you apart from the competition.
You can utilize the expertise of branding and advertising agencies as well as digital marketing agencies to make sure that your brand’s content is consistent across all your platforms. Kalavid is a creative advertising agency that can help you out!
