A brand is more than just a logo. Simply put, your brand is what people think of you. It is the perception they have when they see, hear and think of your name, product or anything associated with your company.
Therefore, more than your logo, your brand is the message put across over time by your company. Your logo is influenced by the story you tell about yourself including the product experience and how well people receive the message and rate your product.
Good branding doesn’t happen overnight – it requires awareness of who you are and what you want to be, followed by careful strategy and consistent application of that message across the board. Consistency is key. It means communicating your message in a way that does not veer away from the core brand strategy. The message on all marketing materials should revolve around the brand. Let’s have a look at why brand consistency is key.
Customers trust brands they recognize. While a good dependable product is more important to fostering trust, brand consistency further reinforces the strength of your product. Consistent branding not only molds people’s perception of you and what you offer, it conveys a higher standard of professionalism and purpose which bring with it a sense of authority. People choose you over others because they have come to know what to expect. They feel safe with you.
2. Customer Loyalty
Consistent branding cements a firm reputation that is initially garnered through great product experience. It breeds repeat customers who engage in brand evangelism as they tell the story of how much they like you thus bringing in new customers. The reputation you gain from being consistent throughout helps people understand who you are and what to expect and that is the key to creating a loyal base.
When you tell a story over and over, one that features the same key elements, it becomes a part of who you are. Doing so gives your company a personality so that you are not just some faceless entity. Having an identity is crucial in getting people to relate to you. The message that you put out over an extended period of time eventually becomes the identifying factor that separates you from the rest and allows people to relate to you on a more personal level. An example of a company that specializes in this is the Rivers Agency. They pride themselves in creating a unique and engaging user-centric experience through clear messages that channel the brand’s values.
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