Consistent is one of the best things your brand can be. We know, we know, that sounds kind of boring. There are so many other adjectives brands want to be, like innovative, fun, and trustworthy. But before your brand can be any of those things, consistent branding is a must. For a consumer, there’s arguably nothing more confusing than a brand who can’t seem to figure out who they are.Above anything else, your brand needs to be consistent. Click To Tweet
Have you ever really related to a character on one of your favorite TV shows? Well, I was watching TV the other day when I realized that consistent branding and TV show characters are surprisingly similar. Just think of all the work that goes into keeping characters consistent in a show. There’s the hair, makeup, clothes, dialogue, facial expressions, and the list goes on. Sounds like a lot of work, huh?
So, to illustrate how alike consistent branding and TV show characters are, I’ll be using one of my favorite TV characters, the infamous April Ludgate from Parks and Recreation. If you’ve ever seen the show, you know that April is best known for her deadpan sense of humor, ironic quips, and eye rolls.
Just like April is known for her apathetic outlook on life, your brand should be known for something, too. Meaning, some aspect of your brand needs to resonate with people. Don’t worry, we’re going to show you just how to achieve that with consistent branding.
Your brand is defined by the perceptions and imagery that represent it. When those things don’t align or aren’t consistent, your audience can easily become confused. That’s what we in marketing like to call brand confusion. There are many different factors that can contribute to brand confusion, ranging from an inconsistent look and feel to changing your brand’s message or overall mission.
Now, think back to the lovely April Ludgate for a moment. If she changed her appearance every time she came on screen or adopted a peppy, optimistic outlook, the audience would undoubtedly be confused. They’ve come to know her as the ironic one with all of the eyerolls, and that is what they expect when she’s on screen.
Now let’s apply this concept to your brand. A surefire way to eliminate confusion is to adopt brand standards to ensure consistent branding. Many brand standards include your company logo, colors, font, and characteristics of your company voice. Once every employee begins following these brand standards, you shouldn’t be able to tell who is behind a certain graphic or social media post because they will blend seamlessly. Eliminate brand confusion by implementing brand standards. Click To Tweet
Consistent Branding Builds Trust
Now that we’ve discussed brand confusion and how to prevent it, let’s talk about why you should care. It’s actually pretty simple: consistent branding builds trust with your audience. Think of your relationship with your audience like you would any other relationship, it begins and ends with trust. Brands need to focus on building a relationship with their audience. Click To Tweet
April Ludgate has managed to build a relationship with her audience without ever addressing them directly. Trust me though, it didn’t happen overnight. But episode by episode, she connected with her audience and, as one of those people, I can’t imagine the show without her.
That’s exactly what your brand needs to do. Your brand needs to connect with your audience and form a relationship of sorts. Consistent branding can help you build that trust and make your brand easily recognizable to potential customers. In marketing, we call that brand recall, which basically means that when your audience sees your logo or name, they immediately know who you are and what you do. And, isn’t that all a small business can ask for from their marketing efforts? Well, that and sales, but we can touch on that another time.
If you need help with your branding but don’t know where to start, please reach out to us. We would love to help give your brand the personality it deserves. And remember, it’s never too late to ask for help.