The Importance of Consistency in Brand Collaterals

In today’s digital landscape, a customer’s journey is more complex than it used to be. With constantly evolving technology, various marketing channels, and the tremendous impact of a diverse set of marketing collateral, there are many ways in which potential customers can discover a business. In addition, we live in an era of fierce competition online which has heightened consumer expectations.

Maintaining customer loyalty and building trust are essential ingredients for a successful brand. To establish a consistent brand presence and build trust, customers must interact with your brand cohesively throughout multiple touchpoints. This is where brand consistency comes in.

Why is brand collateral more important than ever? 

Based on a survey from the United States, 46% of consumers say they would spend more on brands they trust and are familiar with.

Before we discuss why consistency in branding is essential, let’s clarify the definition of brand collateral. Brand collateral refers to every visual element and material representing your brand’s identity. This includes everything from logos to brochures to social media graphics. Brand collateral is your artistic tool that packs a punch for your marketing.

In today’s era of digital consumerism, your products and services are no longer enough to turn your audience into returning customers. They may purchase your product once but aren’t likely to return due to inconsistent branding, which makes them forget about you.

To turn customers into advocates, every part of your brand’s interaction should bring up the same message or idea every time. This helps to garner trust and recognition through brand governance.

So, what’s brand consistency?

Your brand is your business’s identity. It’s what you, as an organization or team, stand for. It’s the mission and culture you follow and the feeling and story you want to share with your customers.

Brand consistency means the story and identity you’ve created are consistent across multiple channels and platforms. This way, you’ll offer your audience a unified and lasting impression to your customers.

It’s crucial that your brand consistency is linked to brand management, positioning, and values. It’s like an ecosystem where each element needs another to live and succeed.

Why is brand collateral important?

Brand consistency is vital for your business as it leads to brand recognition. When customers know your brand (and associate with it positively), they’ll likely commit to your business in the long run.

In fact, 68% of businesses say brand consistency is responsible for 10% or more of their revenue growth.

Brand consistency benefits:

• Builds trust – Consistent branding garners trust, conveys authenticity and encourages commitment to delivering a consistently pleasant experience.
• Increased recognition – Consistent branding elements like logos, colors, and visual identity make it easy for customers to remember your brand, making it stand out.
• Differentiate – Consistency in messaging and positioning help differentiate your brand from your competitors, highlight your distinct value propositions, and create a unique identity in your customer’s memory.
• Build loyalty – By consistently meeting your prospects’ expectations and delivering positive experiences, you can build loyalty and encourage repeat purchases and advocacy among your customers.
• Experience significant growth – Brand consistency increases customer loyalty, and referrals build a strong reputation, ultimately leading to substantial business goals and growth, which attracts and retains customers. This also results in increased revenue. 

Examples of branding consistency

The biggest and most iconic brands are always consistent. They are clear about who they are and what they represent, and regardless of where or when you interact with them, you’ll have the same experience every time.

For example, think about the famous brands you would recognize anywhere, such as McDonald’s and their iconic yellow ‘M,’ KFC with the picture of its founder, the Nike swoosh, Starbucks, Coca-Cola, and other brands you know and love.

Achieve brand consistency in 5 steps

Now that you know the meaning of brand collateral and why it’s important for your business, let’s look at the essential steps to achieve brand consistency.

1. Define your brand identity and values

Your brand identity is the way you communicate your brand’s image. It’s what you say and how you say it, along with the visuals to support it and the feeling you’re trying to evoke for your customers. Brand values are the core beliefs and principles that guide the behavior of your brand.

Define your brand’s identity clearly, including its values, personality, mission, and visual elements. This includes determining your target customers, understanding their needs and desires, and ensuring that your brand identity aligns with their expectations.

2. Make sure your visual personality is consistent 

Create a consistent visual identity that represents the essence of your brand. This means designing a logo that visually represents your brand and using consistent typography and color schemes throughout your entire brand collateral.

3. Establish your brand voice

Determine the style, language, and personality that align with your brand’s identity and connect with your target customers. Ensure that your brand voice applies consistently throughout every written communication, including website content, social media posts, landing page for ads, and blog posts.

4. Educate your team

Remember to properly train and educate your team members on your brand’s values, identity, and messaging. Ensure that everyone, especially those who deal with customers directly and those writing your content, understands how to communicate your brand’s tone of voice and essence effectively. 

5. Review and monitor brand touchpoints 

Consistently monitoring and reviewing all your brand touchpoints is a good practice as it ensures consistency across multiple platforms. Perform audits on your website, advertising campaigns, social media profiles, and other brand collateral to spot any inconsistencies so you can make some necessary adjustments.

Conclusion

Brand collateral is crucial in shaping your brand’s identity and elevating your branding efforts. By maintaining consistency, creating an emotional connection, establishing a professional image, and maintaining customer loyalty, brand collateral helps companies stand out in the digital marketing space and build long-term relationships with customers.

After reading our best practices and the tools you need for consistent brand collateral, you’ll establish trust and authenticity with your target customers. Let your brand convey your values and do it so your audience will trust you in the long run.