Your brand image is how your customers see your business and your products/services. Your brand image represents the overall identity of your organisation and impacts the way people think about, talk about and interact with your business. To succeed, you brand image needs to be memorable, recognisable, intentional and consistent.
Develop a Brand Guide
A very important step of consistent, distinct and memorable branding is to develop a brand guide – this should be one of the first things you do when you create your business. A brand guide outlines the values, rules, beliefs and standards of your brand. This guide will become your bible when it comes to creating marketing content that will connect with your customers. For more information, check out this step-by-step guide. Your brand guide should focus on promoting a sense of:
Consumers like to interact with businesses that seem human and represent their values. They want to buy from organisations that are truthful, genuine and dependable. In its most simple sense, brand authenticity means honesty. It also means transparency, integrity and never pretending to be something you’re not. Here are some tips for maintaining your brand authenticity:
- Stay true to your brand values.
- Show don’t tell. You shouldn’t have to tell people why your company is special. Show them instead.
- Engage with your customers – share your interests and beliefs with them.
- Look for contradictions in your marketing messages and the reality of your business. Rectify them.
- Let your personality shine – show your customers how you’re different than every other brand.
Consistent branding makes your business appear more professional, authoritative and confident. When consumers want/need a product or service, they go first to the brand they trust. How do you build brand authority? It starts with meaningful, precisely defined positioning and consistent brand personality. Consistent brand messaging implies that an organisation knows who they are and that they are committed to representing that identity. When a business sticks to the same standards, messaging, and identity, customers begin to closely associate them with an industry or field.
Having consistent branding – and therefore authenticity and authority – makes your business appear more trustworthy. Customers will see that your business is reliable, dependable and committed to your values.
Customers are presented with hundreds of brand messages on hold every day. If you want your brand to stand out from the rest. You need to use consistent imagery and language so that your customers will remember you content from the sea of advertising. Consistent branding allows businesses to create links between their marketing messages, and this makes the content more noticeable for customers.
Consistent branding – and an authentic brand personality – will help people to get to know your organisation. When customers can see who a brand is and what it stands for, they are more likely to form a bond with the organisation and therefore choose its products/services.
Having a clear direction when it comes to branding will make it easier for your business to make decisions related to brand propositions, positioning and content creation. Remaining ‘on brand’ is much easier when you have brand standards to guide your decision making.
Don’t hesitate to contact us if you have any questions about the importance of brand consistency. If you need ‘on brand’ on hold messages, on hold music or voicemail greetings, we can help. Our on hold services have helped countless businesses just like yours to increase enquiries and significantly boost brand perception.