When it Comes to Your Brand, Consistency is Key
Far too often, companies invest massive amounts of money into creating a brand as a means to an end. A strategic logo is created, the color palette is just right, the font is unmatched, and the style speaks on its own. It’s been perfectly printed across all collateral materials and has been put on display for the target customer. The business is branded. The easiest mistake is then made when the creativity stops here, and all efforts have been put into creating a brand, and none into preserving it.
That being said, does brand consistency matter?
Does Brand Consistency Really Matter?
The answer is YES.
Take a look at one of the biggest players out there, one who has been excelling at offering a steady, protected brand since 1923: Disney. The Walt Disney Company evokes a certain reaction from us: feelings from childhood memories and emotional bonds to recognizable characters, neither of which happened overnight. The company has worked hard to convey defined messages reflecting its values and voice through consistent branding in everything it does, from in-person interactions to written communications on social media. These efforts, built over time, allow the company to create a solid brand that has become recognizable and associated with the exact image they want to convey.
Let’s take a look at a brand that, if it weren’t for some very clever maneuvering, may not exist as it does today: Star Wars. This brand experienced a slight misstep in the ‘70s after the notorious Star Wars holiday special, one even George Lucas wishes he could forget. Quickly swept under the rug, the Star Wars brand still exists and is stronger than ever (partly due to their buy-out by the multi-billion dollar Disney). This is a prime example of why correlated messaging is so important in building the brand you want, with the audience you want. With a cohesive team and a pivot in marketing tactics, Star Wars has proven that even in the face of adversity, a solid brand can overcome pretty much anything.
As with all good things, brand consistency takes time, but is oh so worth the energy once it’s rolling. A company isn’t just a name, it has its own voice and attitude; you just need to define and build on it for the world to take in.
So What Makes Brand Consistency Worth Your Time?
It sets you apart. What makes you different from all the others providing the same things you do? Your identity. Building a brand with an individual voice differentiates you from your competition and makes you easy to recognize and create associations with. The personal experiences people have with your brand are what will later influence their opinions about you (and whether or not they think you’re worth their time).
It gives you credibility. The initial contact a customer often has with a company is through its brand presence. It’s a search on social media, on a search engine, or a glance at a brochure on a desk. With branded messaging across all channels, trust is instilled and customer loyalty is achieved. They come to know what they can expect by associating your identity with what you do. And after all, creating sustainable relationships is what it’s all about.
It makes you, you. Planning and showcasing a consistent voice that enforces core messaging is what will give your brand life. No longer just a name printed on a billboard, your audience now knows who you are, what you do, and how you roll. You can be witty, informative, sarcastic – anything you want. This is how your audience will come to remember you, and ultimately decide if you’re the right fit for them.
Featured Image Credit: Yui Sotozaki