You’ve created a brand, an identity of what your company does and what separates it from your competition. This brand identity is conveyed through your logo design which becomes the face of your business. You’re all set, right?
Well, now you must make sure that your branding is consistent. Wherever people see your company name, they need to see the same company brand identity – the same logo, the same message. This consistency in brand promotion builds trust with customers that you are always who you’ve said you are. This trust turns into customer loyalty when they reach the point of sale.
This consistency in branding also prevents any confusion when customers are shopping in a market. When shopping or researching a service, especially online, we can come across a lot of different companies. We may like one but then later we can’t remember that company’s name. A day or so later we drive by a store or see a commercial truck with a vehicle wrap advertising the same service we shopped for online.
Is it the same company we saw online? How will we know without consistent branding?
If those advertising elements – from the website to the store signage to the vehicle wrap – all have the same brand identity, if people can quickly recognize a company just by seeing a logo from afar or the colors and theme of its marketing materials; then they’ll remember, and more often, choose that company. Consistent branding means that all signs point to you so that another company doesn’t get your business because the customer couldn’t remember who you were.
Where should your brand be found? Basically, on everything relating to your business that customers will see.
How many people see your emails in a day? And what is the last thing they see in your emails? As an integral part of your digital branding, your signature block or tag can build your brand – if it’s consistent with your brand. Thus, the color scheme, logo, and layout of the email and signature should match your brand and website.
Your offline or real-world brand needs to match your online and social media brand. Really, it’s one brand, one company, but at times businesses can begin to create two separate identities if they don’t have a branding strategy. They may have had their signage way before their website. But the sign in front of your building is one of the major things that will position your company and create a familiar, memorable brand.
So, this must be consistent with branding on all of your marketing materials in order to be effective.
Every piece of print collateral you use to correspond with customers, in sales meetings, or displays must showcase your brand identity in a clear and consistent way. Whether brochures, letterhead, direct mail, vehicle wraps, rack cards, banners, or presentation folders, all of your marketing and sales materials must help to build your brand by sending one message to clients and confirming your brand personality.
Inbound marketing using social media is one of the fast-growing sales techniques today. Brands can stand out using social media to better interact with customers and showcase their brand persona. But the impression your company makes on social media needs to be the same image your brand is portraying. All of your social media must display your brand identity and tell the same story.
You may want to enlist the help of a digital creative agency to help create a marketing plan for this purpose.
Brand promotion has to reach beyond the point of sale. Ensuring that your brand is identifiable on all of your product package (and really everything you hand out to customers) will help to build customer loyalty, brand recognition, and trust. Having your brand identity on every piece of packaging materials creates familiarity that will help you to gain repeat customers who are proud to use your brand.