Brand consistency goes beyond a logo or color scheme. At our boutique public relations agency, we believe it pertains to the consistent message that your brand delivers to its consumers. It creates a reliable, recognizable presence for your customers that they can trust. Consistency leads to positive association that can create an emotional connection with a brand that buyers may not even be aware of. Without further ado, here are a few reasons why brand consistency is key:
Builds Positive Brand Perception
When customers are consistently satisfied with the value your company brings them, you have succeeded at developing an effective brand promise. The brand promise must be clear with every interaction each stakeholder experiences. This includes consistency in tone and content across social media channels. Additionally, authenticity is key for creating a brand identity that consumers can easily identify. The ability for your target audience to connect with your brand fosters trust and loyalty that translates into a strong consumer base.
Creates Opportunity for Growth
Once you have built a reputation through the consistent delivery of your brand promise, you have permission to evolve and expand. Consistency is a vital part of brand evolution. Therefore, ensuring that your brand’s goals and messages are always aligned makes rebranding a seamless task. A company cannot re-establish themselves in the marketplace if they have not built a steady corporate identity. Additionally, consistent branding can help expand your audience reach, while keeping values intact through a transitional period.
Drives Sales
95% of purchasing decisions are subconscious. Consumers should associate your brand with feelings of comfort and dependability. The more transparent you are with your audience, the more in control they feel about their buying power. Consistency ensures that you know exactly what you are going to get and the value it will bring to you. Therefore, the key to achieving this level of consistency is having an “omnichannel experience that resonates with customers”. For example, if your social media has a calm, minimalistic tone your customers should expect the same visual experience on your company’s website. Incorporating that feeling of recognition into your marketing strategy bolsters your brand’s credibility.
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