Is Your Company Guilty of Inconsistent Branding Strategies?
A consistent brand image makes your business instantly recognizable to the public. Consider some of the larger companies out there and how their branding works. For example, when you think about Subway, does freshness come to mind? When you think about Nike, you likely think about fitness or sports. These brands have consistently advertised their companies in a way that creates a powerful image that stays with consumers.
In a survey of 3,000 consumers, researchers found more people are looking for an omnichannel shopping experience, where they interact with brands across physical and digital platforms. As the way consumers shop changes, look for ways to present a consistent image across every channel where your company does business. Inconsistency may make you seem untrustworthy, and at best, will confuse your customers.
Minor differences in marketing are sometimes tricky to spot, however. Recognizing where you're not consistent is one of the first steps to fixing your branding issues. Here are nine questions to determine if your branding is spot on or needs some work.
1. Do You Have a Mission Statement?
Does your brand have a mission statement? Your mission isn't what you sell, but why you run your company. For example, perhaps you saw a need for working families who want to put quick, but nutritious, meals on the table, so you started a meal kit delivery service. Your mission is to help families enjoy healthy meals that are easy to put together. You may need to brainstorm a bit to figure out what your mission is and what value you add to the world, but with a little work and collaboration with employees and leaders in the company, you should be able to come up with a solid mission statement.
2. What Is Your Brand Personality?
Some brands make a mistake because they have one personality on social media and another on their website or in person. You need to figure out what your brand personality is and use it in all interactions with your customers. Think about your typical customer — if you serve generation Z, your brand's personality is probably young and fun. If you serve baby boomers, you might be respectful and serious. Whatever your personality, define it and use the same tone across all content. That helps consumers develop a sense of trust that your brand is authentic and not playing games.
3. How Do You Involve Current Customers?
One of your best brand ambassadors is a customer who already loves your product or service. Reward your customers when they refer someone to you. A consumer who comes to you from someone they know is about 18% more loyal than one who stumbles across your brand accidentally. Companies are sometimes uncertain about how to implement a referral program, so they avoid it. However, all you need to do is figure out the value of a new customer and share some of that profit with the referrer. Get your accountant involved if necessary, but figure out a way to reward your word-of-mouth marketers.
As for consistency, when you have fans promoting your brand, you must develop a strategy that allows them to share the word about your company, but provides them with the materials that match your image. So, you might post memes on social media and ask followers to share, or you might send out an extra promotional item for them to give away to family and friends. Doing so helps you control the message.
4. Does Your Team Have Access to Templates?
If you want a consistent look across ads, social media posts and other elements your team designs, you must create templates different team members can use. Platforms such as Canva and Adobe Cloud allow you to develop a template any member of your design team can download and adapt for a new campaign. So, if you want all your hero images on your website to be a certain size, the template ensures that. However, you can go further and add a frame to all Facebook posts or add a specific font and size for text.
5. Have You Created Document Guidelines?
Write down your expectations for how your brand appears. Since your sales team may send out something different than your marketing team or leadership team, it's essential to develop some brand standards everyone in the organization adheres to. Place your guidelines in a readily accessible document and include details such as the tone of voice with examples, commonly used phrases, color palette, typography details and what fonts and sizes get used when and where. Add details to the document as you wade into new marketing outlets. Creating a document also makes onboarding of new employees much smoother, as you'll have references in writing of what represents your brand best.
6. Do You Know Where Your Audience Hangs Out?
Small businesses sometimes throw a bunch of marketing out there and hope something sticks, but this isn't the most effective use of your marketing dollars. You must first know who your target audience is, then you can look at factors such as that 55% of 18- to 29-year-olds use Instagram. You must study where your people hang out online, as well as where they hang out in real life, and come up with branding that reaches the right demographic.
7. How Is Your Internal Branding?
Did you know your employees are some of your best — or worst — brand ambassadors? They share details about where they work and what they do with family and friends. If you create excitement and consistent internal messages, that will translate when your employees go out into the world. Treat your employees like they're part of a family, and develop a company culture that reflects your mission and brand values. Going back to the example of starting a company to help working moms, how does your business help the working moms on your payroll?
8. Who Are Your Brand Police?
Have you ever seen a post go up on social media, only to have the brand remove it shortly after? This situation is a result of inconsistent messaging and not having the safeguards in place to protect your brand from hiccups. Ensure your company has consistent messaging by appointing a few people to police social media posts, advertising, communications with others and anything that goes out with your brand name on it. Ideally, your "police squad" should involve people who've been with the company for a long time and fully understand the values and message behind the name.
9. Do You Look for Positive Associations?
Be careful who you align your brand name with. You might have complete control over your image, but if you partner with a brand that suddenly has an image crisis, it can reflect poorly on you. Make sure you fully understand the purpose of any cause you put your name behind. Choose charities in keeping with your goals as an organization. For example, if your mission is to help those working moms, you might team up with an organization that provides free resources to single moms.
Create a Stable Image
Uniform branding requires attention to detail and making sure you monitor what people are saying about your brand and how you are communicating to the public. You'll spend years ensuring your branding is consistent — it's an ongoing job. However, the result is a brand consumers recognize and trust, so the effort pays off in the end.