Consistency is Key: How to Maintain Cohesive Branding
How does any great brand establish a reputable name for itself in the world of business? Offering a great product helps. But ultimately, consistency is the key. Let us explain why by starting off with a few questions.
Why Consistency is Important
Is your brand recognizable? Does your audience clearly understand what it is that you offer? Are your brand standards cohesive with everything else that you say and do?
It’s simple: people gravitate toward things they can believe in. Consistency reflects authenticity, making it easier for your audience to buy into with what your business has to offer. Developing—and maintaining—a consistent brand message or voice is the factor that gives them a reason to stay. We’ve identified 3 key focus areas to consider.
#1: Consistency in Marketing
Branding importance 101: if you’ve got a business, you’ve got to market it. There’s no way around it. Even more importantly, you’ve got to be consistent. Consistent marketing is how your audience will find you in a digital world full of noise.
Put a solid game plan in place so that it’s easy to stay on top of what you’re releasing next. Creating a marketing calendar can help you to organize all of your content and keep everything in one place. Schedule email blasts, blog posts, and newsletters weeks in advance. Keep track of different campaigns and always know what’s up next. Log your social media posts to keep a solid grip on social channel feeds.
#2: Consistency in Branding
To master marketing is to master maintaining a consistent brand voice. Any email campaign, social ad, blog post or newsletter sent out on your brand’s behalf wouldn’t be any good if it didn’t align with your brand’s core message. Make sure that your brand’s values, tone, and mission are reflected in any piece of content that goes out.
Are the fonts in your logo on your website bold and blue? Then they must also be bold and blue on your business cards, the header on your newsletter, and the image on your social media page. Remember: consistency is what makes a brand believable. When everything is cohesive and aligned, your audience will have every reason to trust you.
#3: Consistency on Social Media
Social media is tricky these days. There are algorithms that virtually police every digital move we make. They are hard to crack and even harder to beat. But there’s one key factor that can act as a loophole, of sorts, to get the reach your brand deserves. You guessed it: consistency.
Develop a long-term social media game plan that allows you to curate the type of content that will sustain an organic following over time. There’s a sweet spot for posting frequency that works differently for every brand. Finding your groove in this space will take time, but once it falls in place… be consistent.
Here in San Diego, The Forum offers many services to help brands find their consistent voice, including assistance with marketing, branding, and social media consistency. Learn more about them all here.
