Ensuring brand consistency - The four practices to follow
Larger teams have a greater risk of misrepresenting the brand. Maintain brand consistency, ideally from the start, if you want to pull in more customers.
Everyone knows what to expect when they hear the names Coca-Cola, Pepsi, Nike, Gucci. These brands use their resources to ensure their brand resonates clearly in the minds of current (and future) customers, ensuring top-of-the-line client satisfaction.
It’s because a company with a consistent and uniform brand across its communication channels, social platforms, and product and service designs is much more likely to survive the startup phase and grow into a respectable business.
If a portion of the team misrepresents the brand, the damage to the reputation might be too severe to patch up and salvage.
Brand consistency needs to be a priority from the beginnings of company formation, so some of these practices should be the core values of the business proposition.
Practice #1. Keep the Uniqueness Going
Be it a logo or a slogan, the design chosen to represent the company should be instantly recognisable across all platforms, such as social media, website and the actual location. It is easy for consumers to recognise most large brands over the years due to design consistency despite changing logos since their inception.
Knowing when to make changes to branding and advertising can be the key to keeping the company afloat among the competition. However, if the result deviates from the original too much, the current audience might turn against the change and cause further disruptions and profit losses.
Practice #2. Keep a Schedule
Scheduling your content on the various platforms will help your audience know when you are turning up and gives them something to look forward to. Posting marketing content at the right time will inform potential members of the value you can provide.
Keeping a schedule can also allow for off-hours posting and communication with the client base without manually posting content or staying in the office for unnecessary overtime.
Practice #3. Don’t Forget About the Product
While marketing and brand identity are integral to client retention and interactions, it’s still vital to keep an eye out for product and service quality output.
Upper management might opt to cut corners in the service sector if too much budget and care are devoted to other areas. Meanwhile, product mismanagement, production errors, or service issues can alienate existing clients.
It’s much better to deliver a quality product every time than boasting about it. Knowing where to allocate capital and how to sort out spending can have a lasting effect on brand consistency and visibility.
Practice #4. Don’t Stray From the Original Proposal
It may be tempting to innovate. However, innovation for novelty’s sake might clash with the business proposal. If clients are already happy with the services offered, putting more resources into other areas might overstrain the company and teams.
A consistent brand knows where its boundaries lie and what lines not to cross. While developing new ideas will spark benefits, it’s vital to design with the customer in mind.
Know the Capabilities of the Brand
Maintaining brand consistency across iterations of products and services can be difficult once the business assembles more teams and expand. Following these simple tactics will ensure that the company is instantly recognisable as an expert in its field and a worthy partner.
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