Think of a popular brand. What immediately springs to mind? Chances are, it’s a distinctive logo, vivid color scheme, signature catchphrase, or something else you’d instantly associate with–even if their name isn’t attached.
Why so? Because the best brands aren’t just focused on getting their names out there—they’re focused on doing it consistently. Can you say the same about your small business branding?
Before you answer, maybe you’re still wondering—what exactly is brand consistency? And why is it important, anyway? Read on to find out.
What is Brand Consistency?
It ensures that your brand aesthetic has the same look and feel across all platforms (both physically and digitally) as you engage with customers. A major part of building a consistent brand is establishing consistent visuals—a uniform set of logos, fonts, and color palettes reflective of your personality.
You’ll also want to maintain a consistent message. Your brand’s mission statement is the cornerstone; it’s an opportunity to share what your company does and why it does it. Your mission should inform whatever you’re doing to market your brand. For example, if delivering a high-quality customer experience is your priority, state this value in your website content, social media posts, and any other promotional outreach.
Finally, you’ll want to project your brand’s values in a consistent voice. When people read your content, how do they perceive you? Are you serious and caring? Upbeat and fun-loving? Knowledgeable and thorough? The tone and context of your voice largely depend on your industry and targeted audience. After all, you want to speak to them, not at them.
Here are some tips to add to your small business branding toolkit. We know, you’re welcome… (*said in our cute, but cheeky brand voice). See what we did there?
Why is Small Business Branding So Important?
Here are the top three reasons:
1. Consistency makes your brand memorable.
Picture this: a customer is scrolling on Instagram and sees a post from your brand. Then, they go to Facebook and watch a Reel you’ve created. Then, they open an ad from you in their inbox. These are three separate interactions, but if your messaging and visuals are consistent, they’ll be received as a cohesive experience.
Remember, it takes at least seven times for someone to see, hear, or read something before they can recall it. Having a recognizable brand also helps you stand out from the competition. In short, the more times your customers are engaging with your brand in the same way—even if your platform and content are different—the more likely your brand will come to mind when it’s time to make a purchase.
2. Consistency makes your brand trustworthy.
Customers are more likely to purchase from brands that they know and trust. If they haven’t bought anything from you yet, they’ll make a judgment call through the content they observe. If your tone doesn’t match the medium, your messaging isn’t clear or relatable, or your fonts are hard to read, customers might wonder how reliable your products and services are. Being consistent in these ways shows that you’re a credible resource and an authority in your chosen industry. That’s pure gold, so bottle it up. Only then can your audience drink it in—all your unique and wonderful attributes.
3. Consistency makes your customers’ experience better (and your profits, too).
About 73 percent of customers make purchases partly because of the experience they have with brands. If one of the things you’re consistent about is creating great experiences, your customers will notice and enjoy it. What’s more, they’ll come to expect great experiences from you in the future, and (as long as you stay consistent) they won’t want to shop anywhere else.
Let’s look at Trader Joe’s. They prize sustainability, cleanliness, and customer input. All three are evident when you walk into any one of their well-maintained locations and browse their unique, seasonal products stocked in easy-to-access spaces. Even during the pandemic, they’ve kept focusing on (and improving) their in-store experience because it’s so integral to their brand. As a result, their customers keep returning, and their profits thrive. And the same can be true for your brand: about 89 percent of companies prioritizing customer experience financially outperform their competitors.
Maybe now you’re convinced…brand consistency is key. The question is, how do you execute it?
A few quick suggestions:
- Establish a strict set of style guidelines
- Clarify your mission and values
- Ensure your employees act in accordance
- Set up a routine (better yet, automated) content and publishing schedule
Want even more advice? Small business branding is our zone of genius. Let us help you find yours! Reach out to One Part Social today.