Staying on brand is something that all the biggest and best companies know how to do well. And that’s one of the reasons why those companies have become the biggest and most recognizable in the world. Your business really needs to make sure that it stays on brand at all times. Failing to do this will lead to confusion and an inability to grow the business smoothly. Neither of those things are desirable for you.
First of all, we will look at the reasons why it’s so important for you to stay on brand at all times. Then we will explore the practical things that have to be done in order to make this actually happen. With some hard work, your business will get used to staying on brand in no time.
Customers Recognize and Remember Consistent Brands
The main reason why you need to stay on brand is to win over more customers. You can only do this if you remain consistent at all times. You can’t expect customers to flock to your business if you are not prepared to give them a reason to do so. People will be much more likely to remember your business is the brand is identifiable. And it can only be identifiable and recognizable if you make sure that you stay on brand and on message at all times. It really is as simple as that. The most successful brands around are the ones that understand all of this.
Always Use the Same Logo and Imagery
If your business has a logo, as it should, then it should be used consistently. Make sure that the logo you use is the same one and doesn’t change. Once you switch to a new logo, make sure this is the one you use at all times. And you should take the same approach to imagery. Things like photos, themes, fonts and colors should be as consistent as they possibly can be. This is really the only way to ensure that your brand and its identity remain easily recognizable to the wider public. It’s pretty simple to do this once you get into the habit.
The Message Won’t Change and Confuse People
The message that your business delivers has to really hit people and stay with them. It’ll only confuse people if your message changes all the time. That’s not what you want, so make sure that you do whatever you can to make your message coherent and consistent. This means staying on brand and solidifying the messages that you want people to associate with the brand. People won’t remember what the business’s message and purpose are if it isn’t consistent at all times. Even the precise wording of your brand’s message should be kept consistent if you want the best outcomes.
Reputation-Building Becomes Simpler
Building your business’s reputation is going to be one of the biggest challenges you have. You can only grow your business if you have a consistent message. So, this is one of the key reasons why you need to stay on brand. It’s much easier to grow a reputation if people can easily recognize your brand. They will associate every positive thing they hear about your business with the company when they recognize it. You want the name, branding and reputation of the business to be completely integrated with one another. Without this kind of consistency, the business will really struggle.
Start in the Office
You should start aiming for this level of consistency in the workplace. You can only succeed in staying on brand if you’re willing to instill this idea and principle into every single person. All the people who work for your business should understand the importance of staying on brand. Things like document templates can help to make press releases and other documents as consistent as possible. You can add the company logo to documents for added consistency if you want to.
Repeat Simple Messages
Your business should have a few simple message that can be repeated over and over again. This simply hammers home the message. Think about how big businesses have a few messages that you hear over and over. You might think that they sound annoying. But the fact that you remember them and they stick in your mind proves that they work and are doing their job. So, this is something that your business should aim to emulate. You could have a key slogan that accompanies all your adverts. And you could add a few other simpler messages to this too.