Your brand is a vital part of your company’s marketing strategy. It is your company’s personality, the image you project to your consumers and the general public at large. Consequently, it embodies all the elements that make your company recognizable. By developing your brand, you pen the narrative of who you are as an organization and how you want consumers to perceive you. This requires that you learn how to build brand consistency or you may use the services of a professional.
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What is Brand Consistency?
The importance of branding your products and marketing channels cannot be overlooked. To establish your brand as a household name, consistently advertising a stable business personality is essential. Brand consistency ensures that all your marketing channels accurately represent your business. It creates a unified brand identity that your target audience can easily identify.
Consider how we recognize people. We remember familiar attributes that help us identify them. Be it physical features, voice, or smell, we register these characteristics and associate them with various individuals for recollection purposes. Just as it would be frustrating to keep up with an unstable individual, so it is with inconsistent branding.
A known organization hardly needs any introduction. Brand consistency anchors it to the already established reputation that consumers have of a business. Conversely, a business lacking consistent branding ethics must constantly reintroduce itself. Among other things, the instability discourages customers from cultivating lasting relationships with such businesses.
The Importance of Branding With Consistency
Maintaining brand consistency produces many desirable results. It offers tremendous business benefits that help form a solid foundation for your marketing strategies. Some of them include:
1. Creating brand awareness
One of the primary reasons for building a brand is to make your target audience aware that your business exists. Brand consistency strongly contributes to how well-known your business becomes. To increase brand awareness, you need to maintain a steady corporate presence that easily registers in the minds of consumers.
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2. Building a positive brand experience
Brand experience sums up the opinions of consumers after engaging with your business. While several elements collaborate to offer customers satisfactory service, consistency is the cornerstone for building a positive brand experience. Notable brands like Apple, Coca-Cola, and Nike are great examples of brand consistency. These industry giants have all leveraged the principle of consistent branding to sustain their prominence. For instance, Coca-Cola has maintained its taste, bottle shape, and logo through the years. These constant features help consumers identify the brand and are consequently associated with quality experiences.
3. Developing a strong reputation
For consumers to remember you is one thing, for them to remember you positively is another thing entirely. Without coherent techniques and consistent effort, it is impossible to build a lasting brand name. Consequently, brand awareness is useless if it doesn’t help develop a favorable reputation. One of the most reliable methods of building a strong brand reputation is by fuelling your business persona with consistent brand elements.
Additionally, making good impressions is an effective method of spreading the word about your business. When your brand offers satisfactory experiences to customers, they can advocate for your business. With more people viewing your brand in a positive light, a solid reputation is inevitable.
4. Promoting consumer loyalty
Consistent branding creates lasting customer relationships because it fosters reliability. Consumers know what to expect and can, therefore, depend on certain factors. Such stability offers safety, which leads to consumers trusting your brand. They can have expectations and know that you will meet their demands.
Besides, a customer that trusts a business will likely be loyal to it. Long-term customer relationships need a foundation of trust which begins with consistency and reliability. Conversely, inconsistent branding feels unprofessional and unorganized, leaving customers confused and unwilling to commit as expected.
5. Increasing revenue
As creatures of habit, consumers are likely to repeat business with brands they know and trust. Through consistent branding efforts, you can keep customers coming back for more, thereby generating more sales. Data released by Marq shows that on average, brand consistency increases revenue by 10% to 20%. Giving your customers a reliable experience retains existing customers and attracts potential ones. With brand consistency as the backbone of an expanding customer base, your business inevitably generates more revenue.
6. Edging out competitors
It is hard to distinguish your brand in a highly competitive, saturated market. However, brand consistency can help you achieve this. By delivering a consistent brand message across all marketing channels, not only do you improve your company’s public image but you also gain a significant competitive advantage. When customers have to choose from several near-identical offers, brand consistency communicates reliable service and could very well be the deciding factor that shifts the tide in your favor. Unlike others who endlessly grab at every new marketing trend, your brand earns a respectable reputation.
Brand Consistency and Web Design
Beyond the scope of brick-and-mortar stores, the internet caters to 5.16 billion web users across the globe. These netizens offer fresh opportunities for connecting with and converting potential customers. A business owner seeking to expand his/her business should recognize the need for an online presence. This showcases your brand to billions worldwide, breaking geographical barriers and expanding your business reach. This is why your company website is so important.
Additionally, a company website can serve as a powerful branding tool. It is an efficient medium for introducing and promoting your brand identity. Some of the first things that come to mind when people think of brands are the associated visuals. Things like logos, themes, graphics, and color schemes are the physical attributes that people associate with brands. Since visuals are also an integral part of web design, all concerned elements should be in sync.
Effective web design branding significantly influences how your online audience perceives your brand. Not only do you reveal your company persona, but you also help your brand remain consistent in its marketing pursuits. By keeping your brand identity in mind, your website should represent your brand through its design and user interface. This allows your customers to familiarize themselves with your business label.
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As a major touchpoint that several web visitors will interact with, it is important to design your website in a way that further demonstrates what your business stands for. You should see every web visit as an opportunity to market your brand and make an impact on your target audience. Essentially, your website’s design should conform to brand coherence. Everything from the colors and fonts to the words and layout should reflect your brand. As a result, your website becomes the digital manifestation of your business persona.
5 Ways of Incorporating Brand Consistency Into Web Design
As logical as it is to maintain brand consistency on all fronts, particularly in web design, it’s undeniable how challenging it can be. It demands continuous efforts, always respecting the concept the company wants to build. Here are five pointers to show you how to brand your website.
1. Immediately Introduce the Brand
The brand logo plays a pivotal role in your business. It is a signature that introduces and represents your business wherever it appears. Website logo placement is a form of introduction, so you need to think carefully about where to place it. Other design elements shouldn’t outshine the logo. By strategically positioning it where web visitors can see it within the first few seconds of their arrival, you immediately imprint your brand upon their minds.
Additionally, feature your logo on every web page on your site. As an emblem of your corporate identity, it isn’t just a symbol or icon. When consumers see it, they will immediately remember your brand. By consistently displaying your logo on every web page that consumers visit on your site, you’ll be able to establish a brand that constantly resonates with your audience.
2. Use Relevant Design Elements
Web design is a creation of the collaborative efforts of several design elements. If you are determined to build a website that is an extension of your corporation, your choice of design components should tally with your brand. Consistently use imagery that evokes your brand. By prominently featuring your brand elements across your website, you increase your brand’s authority, build trust with your audiences, and inspire them to convert faster. Every step of web engagement will constantly remind them of the brand as a whole.
Some design elements include color, shape, text, pattern, texture, and theme. For web design branding, determine how these elements can reflect your brand. Identify the primary and secondary components of your brand and consistently work them into your web design. For instance, you can apply dominant colors to headlines, subheadings, background images, and illustrations while subtler themes may accentuate icons and menus.
3. Choose Words Carefully
The text on your website communicates your tone, which is an essential part of the brand experience. More so, because it dictates the consumer’s disposition towards your brand. Communicating the right brand tone is even more important in this case since it’s often harder to comprehend in impersonal conversations. Choosing the right text for your website isn’t just crucial for passing the right message across, but also for setting the tone of the message.
The tone you adopt for your site should aptly reflect your brand’s personality. For instance, if your brand is more down-to-earth, a formal tone wouldn’t do justice to your business persona. For such a brand, a fun and informal tone would better communicate your business agenda to your target audience, more so if your brand is geared toward younger audiences. On the other hand, if you own a financial investment company, a formal tone would better communicate seriousness and authority within your niche. A successfully branded website sounds like the brand. Remember, it’s not just about what you say, how you say it also matters.
4. Create a User-Centered Design
Since the general aim of your brand is to present a positive experience for your customers, your web brand should do the same. You primarily design your website for the consumers who visit and interact with it. It would be a disservice to your brand for consumers to have contradictory experiences with your business. By reviewing your customer relationships and interactions, you can determine their expectations from the website. This allows you to create a user-centered design for your website.
When dealing with your website, customers shouldn’t feel less satisfied with their user experience. The website should complement the overall feel of your brand and not take away from it. Consider adopting user-friendly design tips like reducing cognitive load, adding interactive features, and simplifying interface navigation. In a nutshell, carry the same amount of care and attention into your digital space so consumers can enjoy a consistent brand experience on all fronts.
5. Add a Personal Touch
Infusing genuine human touches into your web design makes your website more relatable. For a user experience that boosts brand recognition, involve human elements in your design process. For instance, candid shots of your team behind the scenes or during activities that support your mission statement give your brand an authentic and community-oriented feel. This unfiltered glimpse into your company’s culture will help craft personalized and relatable experiences for consumers.
Another web branding feature that could support your brand’s credibility is testimonials from customers. Showcasing reviews from consumers who can vouch for your corporate character reinforces brand consistency. Design your website for customers to share their experiences with your brand. Such endorsements tell potential customers that your services are consistent with your public image and that your brand can be trusted.
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Your website is your business’s online storefront. As such, it needs to accurately represent your business and be consistent with the brand image you want to create. From major design elements to minute details, a brand-building website should tell the target audience what to expect from your organization. With a polished, cohesive, and organized web design, consumers can always trust your brand to offer quality service. In other words, customers expect brand consistency both offline and online.
If you would like to give your business a reputation for brand consistency, getting in touch with a branding and web design agency you can trust might be in your best interest.