Do you look at large brands and admire the way they consistently present their brand across different marketing channels? Do you want to achieve brand consistency for your company or organisation? Here’s how to achieve brand consistency for your business and deliver a brand experience for customers and prospects that encourages trust and helps you to build an ongoing relationship with them.
There are 7 key steps you can take to achieve brand consistency:
#1. Gather Your Brand Identity Elements
Make a list of the elements for your brand. and gather them in one place so that everyone involved in branding your organisation has one place to find logo files etc
Things to think about here are
- what colours your brand uses
- the font(s)
- any logo image
Tip: ask your logo designer to give you a .png transparent version of your logo to overlay on other images that you create
#2. Know Your Audience
You have to know who your audience is to be able to be consistent with your brand.
Define your customer avatars or personas and use this to inform the tone and style your brand is going to take.
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#3. Define Your Brand Voice
Brand is more than logo. You need to have a consistent brand voice. Brand voice is the way you talk to your audience whether that be through traditional marketing communication or social media communication.
Think about the brand voice you want to adopt.
- Are you a serious brand?
- Is your brand voice very personal in nature?
- Do you use humour? and so on.
The important thing, in my experience, is complete consistency with your brand voice, so once you have settled on it, then stick to it.
#4. Decide on a Style for Images
Things to think about here are:
- what type of image style are you adopting for your brand
- position of your logo on images
- use of fonts for images you create
- do you add your website and/or social urls
Tip: create templates for different types of visuals and checklists and materials that you use for your marketing so that your branding is consistent.
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#5. Create Your Brand Guidelines
Have a Brand Guidelines document that specifies your brand and how it is represented, this is especially useful for new people joining the organisation.
You should include do’s and don’ts in terms of how the brand voice is presented, like “No swearing” or “Emojis are fine to use”.
And it should specify how your logo and strapline and other information are used for your brand.
So for example, for all our visuals for Digital4Sales we decided on a left or right overlay of title in one of our brand fonts and colours with our D4S logo immediately below and centred onto all lead images on content pieces, these would then be used for social media too so that our branding is always on them.
We have also striven to pick a certain style of image that we hope both relays the content of the article at a glance but also is a bit quirky, to fit with our brand.
#6. Plan Your Content
When you have your brand elements in place, start planning how you use those with the content you want to share on social media.
- Apply the guidelines you have decided on, onto all your content where possible.
- If you create an engagement visual for social media, make them consistent in style and look and feel.
- When you are posting on social media, make sure your brand voice is consistent.
Tip: ask someone who hasn’t been involved in this exercise to cast a fresh pair of eyes on your content and social channels to give you feedback on your consistency.
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Look at other companies that you feel are doing a good job and examine why they are doing well at brand consistency as this can give you some good tips to use for your own business.
Here are 3 examples of companies I think are doing a good job of consistent branding on their social media channels.
Amanda Webb is a small business blogger, Digital Marketing Trainer, Speaker Podcaster & Vlogger who runs Spiderworking.
You’ll see her consistent approach to her brand across her social channels, for example, Facebook, Twitter, Instagram and LinkedIn, where she has her logo+URL on all images, and she uses her own picture to personalise the brand as well as using the same brand colours.
VOYA Organic Beauty
VOYA Organic Beauty is an award winning luxury spa and skincare brand using certified Organic Hand-harvested seaweed from the West coast of Ireland. What I like about them is they consistently use the VOYA capital letters in the same font as well as picking either product images or else lifestyle aspirational images for their visuals on social media, like this example from their Facebook page.
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Boden Clothing have adopted a very consistent brand style across their e-commerce website and social channels. I think they do an excellent job on their Instagram in particular, when you look at the photo-based style and consistent fonts that they adopt there:
Over to you now. Do you have any tips to share from your experience of how to achieve brand consistency for your business? What has worked for you? Share your thoughts in the comments below.