What it means to have brand consistency in your visuals, voice and messaging, and why it matters as a service based business.
As a business owner and service provider, I am going to assume you know that competition for time, attention and clients is not going down so finding your tribe and building a devoted fanbase is probably pretty high on the list of priorities.
Which brings me to today’s topic: brand consistency. More specifically, what it is and why it’s an important element in helping you reach your business goals.
What is brand consistency?
Having a consistent brand means the touchpoint someone has with your business, whether it’s talking with you on a consultation call or scrolling through your business’s Instagram feed, tells the same story and provides a constant in terms of brand experience.
Said another way, brand consistency happens when there isn’t an interruption across the various encounters. The experience the receiver has is the same, regardless of how they’re interacting with your brand.
Why does brand consistency matter?
I’m currently reading ‘All Marketers are Liars’ by Seth Godin (really, really great book, by the way) and the premise is that as marketers, the story we’re telling is important. That customers buy into the story (the lie) when it’s consistent, matches their worldview, and framed in a way that’s easy to understand and share. He says, “The words, colors, typefaces, images, media, packaging, pricing – all the ways you can possibly color your story – become far more important than the story itself…Only when a business or organization (or person) is authentic can we be sure that the story that’s being told is consistent enough to impact the maximum number of people.”
Our brand provides an experience, tells a story. The businesses that truly make an impact on their community are the ones that build a loyal following. Loyalty starts with trust. And the way we maximize trust-building as business owners is to provide a cohesive experience, to tell a consistent story.
An inconsistent brand means the receiver doesn’t have a seamless encounter with your brand. They aren’t getting the same outcome when they see your website and then listen to you on a podcast. And when the experiences don’t match, it causes confusion and distrust.
How do you create brand consistency?
I think it’s safe to assume that you’ll find it hard to be consistent if you aren’t sure what that even means as it relates to your business and brand. Meaning, the best way to have a consistent brand is to identify what story you want to tell and what experience you want your business to provide.
I know I’m a broken record in saying this but here it goes: Every touch point someone has with your brand provides a certain experience and tells a certain story. Whether you’re intentional or not, the perceptions and assumptions are being made. As a business owner, you have the power to shape the brand experience and tell your brand story.
Right, but how?!
Let’s go back to the brand strategy foundation – do you know:
- WHO you serve?
- WHAT you offer?
- WHY you do the work?
- HOW you want people to feel?
If you’re not able to quickly and succinctly answer those questions, start with that. This is what will help shape your brand story and brand experience.
All my best,
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