If you want to succeed in business, you need your brand to be valued. And if you want to achieve the goal of getting more customers year after year, you need to plan. The strategy of planning for integrated marketing communications is what strengthens the relevancy and consistency of your brand with all its points of contact with customers and potential customers. Your branding strategy is what supports what your brand is, and to whom you will communicate it, how, where, and when.
When you are in business and have a name, logo and location, that is your brand. What you do with that brand should be a part of your strategy to stand apart from the crowd of other businesses that could be just like yours. Ultimately, you want customers and potential customers to think of you first: to emotionally connect to what you have to offer and to recommend your business to their friends. How you treat your customers, along with the quality of your products or services, is what makes you different and can assure that your customers will become emotionally tied to your brand.
POINTS OF CONTACT
3 Reasons Brand Consistency is so Important
- 1. Brand consistency takes you to the next level in marketing
- If your branding is consistent, you're no longer needing to convince consumers to stop into your store or buy your product. Your brand is so consistent, so synonymous with your product experience that when a consumer sees your signature brand logo they are already thinking about making their next purchase from you without you even having to ask.
- 2. Consistency Makes Your Brand Feel More Dependable
- If your social media voice is whimsical and silly but your product packaging is sterile and plain, you're sending mixed signals that will confuse consumers and leave them feeling like your brand can't be trusted. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you and more likely to recommend you to their peers.
- 3. Consumers Trust Brands They Recognize
- Brand recognition is not just about getting your name out there. It's about helping consumers get to know your brand on a personal level. Developing a seamless look for your brand across your website, all social media channels, even in your store and on your product packaging will make consumers feel more comfortable with your brand, and will make them more likely to purchase from you again.