A foolish consistency is the hobgoblin of little minds
Brand consistency is where a business attempts to communicate messages in a way which doesn’t detract or wander away from the core brand proposition. Every piece of marketing material is like a member of the same family, supporting and even looking similar to all the other members in the family. Brand consistency has one massive advantage – recognition. With recognition comes familiarity. With familiarity comes trust and confidence. Also, if done correctly, consistency brings clarity and purpose which consumers buy into. They can become loyal. The brand has its own unique “look” which enables a consumer to recognize it as belonging to that brand proposition and distinguish it from competing brands. Brand consistency is one thing that almost all businessmen/marketers need to focus on and plan on maintaining the same for long. A strong possibility that they will link these memories to things that is important to them. If consistency is not applied, and the message and design not defined then it is possible for a consumer to mistake one brand with a competing brand which could then mean they associate the impression with another company. This means a business potentially looses customers, and may even help its competitors if a consistent “look” and tone is not achieved. The psychological aspect of branding shouldn’t be excluded from mind since many consumers differentiate this feeling and hence try and have clear specifications that can help your staff or associates who are the essential part of branding of your company. Being consistent across your brand does not mean you are limited in how creative you can get with your marketing! You can do anything you want across all mediums, as long as you keep your message consistent. Sometimes it happens that customers might break down hence to avoid the same measures need to be taken and hence take into consideration the following points
Have a very good brand strategy and identity even before starting your business.
Brand strategy and identity should always be based on the deep insight of your customers.
Consider thinking beyond your brand’s architecture and identity system carefully.
You have to anticipate that there is a possibility that new products, media, services and other applications may be developed on the future.
You might also want to consider any possible changes in the industry or business model.
Always try to develop a brand identity guideline and standard so that you will be able to distribute them widely.
Your company should always have a brand identity enforcer or overseer.
If it is really necessary for you to reposition your brand for any reason, always consider the ways wherein you would still be able to preserve the present awareness and positive connections of the company while you are trying to move its brand to a newer position.
Keep in mind that minimal noticeable changes are always more effective rather than the extensive transformations.
MARKETING & COMMUNICATION CHECKLIST[/b][/b]
Print Marketing Materials [/b][/b]
Digital Marketing Materials [/b][/b]
Internal Communications [/b][/b]
Printed Stationery [/b][/b]
Digital Stationery [/b][/b]
A brand foundation has the following elements:
Core purpose: why this company exists in the first place;[/b][/b]
Vision: where this firm is going and how we'll know when we get there;[/b][/b]
Mission: what are the things we do every day to achieve our vision;[/b][/b]
Values: who we are and what our principles are;[/b][/b]
Position: how we differ from our competitors;[/b][/b]
Positioning: how we then say that we differ;[/b][/b]
Character: how we act and our tone of voice.[/b][/b]
Building the foundation is the first and most important step in branding; thus ensuring authenticity. Developing a unique brand for you is beneficial in several ways. You’ll develop a level of comfort from your clients and potential clients by maintaining consistency, and therefore be more recognizable throughout all of your promotions. Finally, it builds trust between you and your potential clients.
What happens if you don’t have Consistency with Your Business Brand, Advertising and Marketing?[/b][/b]
You lose credibility
You appear undecided and confused to prospects
Prospects think you can't make your mind up, look unstable
You look like you haven't been in business very long
People who purchase the same product from the same store or manufacturer have built up a brand image of what to expect each time they make a purchase. That's what gives a brand meaning and value. Effective branding means that every time a prospect gets an impression of your business, that impression should be consistent. You should never get too adventurous and change the colors of a marketing piece randomly and suddenly. Design on the colors of your brand early on in the campaign and stick to these colors with all marketing tools.
Conduct periodic brand audits to ensure brand consistency[/b][/b]
Conducting a brand audit is the easiest ways to take an in depth look at your marketing tools
The world of brand communications and delivery has evolved from centrally produced and enforced guidelines demanding 100% compliance. The new approach allows and respects appropriate doses of freedom within form. The sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit from increased relevance, differentiation, and influence. This is a mind-set requiring adaptation and change. As Ralph Waldo Emerson wrote: “A foolish consistency is the hobgoblin of little minds.”
Brand consistency is where a business attempts to communicate messages in a way which doesn’t detract or wander away from the core brand proposition. Every piece of marketing material is like a member of the same family, supporting and even looking similar to all the other members in the family. Brand consistency has one massive advantage – recognition. With recognition comes familiarity. With familiarity comes trust and confidence. Also, if done correctly, consistency brings clarity and purpose which consumers buy into. They can become loyal. The brand has its own unique “look” which enables a consumer to recognize it as belonging to that brand proposition and distinguish it from competing brands. Brand consistency is one thing that almost all businessmen/marketers need to focus on and plan on maintaining the same for long. A strong possibility that they will link these memories to things that is important to them. If consistency is not applied, and the message and design not defined then it is possible for a consumer to mistake one brand with a competing brand which could then mean they associate the impression with another company. This means a business potentially looses customers, and may even help its competitors if a consistent “look” and tone is not achieved. The psychological aspect of branding shouldn’t be excluded from mind since many consumers differentiate this feeling and hence try and have clear specifications that can help your staff or associates who are the essential part of branding of your company. Being consistent across your brand does not mean you are limited in how creative you can get with your marketing! You can do anything you want across all mediums, as long as you keep your message consistent. Sometimes it happens that customers might break down hence to avoid the same measures need to be taken and hence take into consideration the following points
Have a very good brand strategy and identity even before starting your business.
Brand strategy and identity should always be based on the deep insight of your customers.
Consider thinking beyond your brand’s architecture and identity system carefully.
You have to anticipate that there is a possibility that new products, media, services and other applications may be developed on the future.
You might also want to consider any possible changes in the industry or business model.
Always try to develop a brand identity guideline and standard so that you will be able to distribute them widely.
Your company should always have a brand identity enforcer or overseer.
If it is really necessary for you to reposition your brand for any reason, always consider the ways wherein you would still be able to preserve the present awareness and positive connections of the company while you are trying to move its brand to a newer position.
Keep in mind that minimal noticeable changes are always more effective rather than the extensive transformations.
MARKETING & COMMUNICATION CHECKLIST[/b][/b]
Print Marketing Materials [/b][/b]
Digital Marketing Materials [/b][/b]
Internal Communications [/b][/b]
Printed Stationery [/b][/b]
Digital Stationery [/b][/b]
A brand foundation has the following elements:
Core purpose: why this company exists in the first place;[/b][/b]
Vision: where this firm is going and how we'll know when we get there;[/b][/b]
Mission: what are the things we do every day to achieve our vision;[/b][/b]
Values: who we are and what our principles are;[/b][/b]
Position: how we differ from our competitors;[/b][/b]
Positioning: how we then say that we differ;[/b][/b]
Character: how we act and our tone of voice.[/b][/b]
Building the foundation is the first and most important step in branding; thus ensuring authenticity. Developing a unique brand for you is beneficial in several ways. You’ll develop a level of comfort from your clients and potential clients by maintaining consistency, and therefore be more recognizable throughout all of your promotions. Finally, it builds trust between you and your potential clients.
What happens if you don’t have Consistency with Your Business Brand, Advertising and Marketing?[/b][/b]
You lose credibility
You appear undecided and confused to prospects
Prospects think you can't make your mind up, look unstable
You look like you haven't been in business very long
People who purchase the same product from the same store or manufacturer have built up a brand image of what to expect each time they make a purchase. That's what gives a brand meaning and value. Effective branding means that every time a prospect gets an impression of your business, that impression should be consistent. You should never get too adventurous and change the colors of a marketing piece randomly and suddenly. Design on the colors of your brand early on in the campaign and stick to these colors with all marketing tools.
Conduct periodic brand audits to ensure brand consistency[/b][/b]
Conducting a brand audit is the easiest ways to take an in depth look at your marketing tools
The world of brand communications and delivery has evolved from centrally produced and enforced guidelines demanding 100% compliance. The new approach allows and respects appropriate doses of freedom within form. The sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit from increased relevance, differentiation, and influence. This is a mind-set requiring adaptation and change. As Ralph Waldo Emerson wrote: “A foolish consistency is the hobgoblin of little minds.”