In today’s competitive marketplace, brand consistency is crucial for a successful business strategy. A company’s return on investment (ROI) can be significantly affected by consistent branding, which might impact anything from marketing efficiency to customer loyalty. According to Lucidpress’s ‘The States of Brand Consistency’, 33% of businesses said that their revenue would increase if they had consistent branding. Let’s talk about it and see how brand consistency can benefit businesses.
Builds Trust and Loyalty
Trust is vital for businesses who are trying to build long-lasting customer relationships. However, building trust isn’t instant and must be earned. The most common way of building trust is through consistent branding. When customers know what to expect when a brand communicates the same message consistently across all channels, it builds trust between the business and consumer. Loyal customers are more likely to purchase from your brand again and share their positive experience with others and in turn, increasing the brand’s value and ROI.
Brand Recognition and Visibility
A consistent brand is easier to identify through visuals such as colours, logos, unified voice on social media or customer satisfaction. Your brand recognition can make your marketing projects more effective. Thanks to the oversaturated market, customers have higher expectations for brands and purchases from brands that have consistent visuals and branding. According to the statistics, approximately 50% of customers and partners expect great design and consistent branding. This shows that brand consistency and visibility are vital to a business and increases their ROI.
To see if your brand is recognizable, think about your own business and ask yourself these questions:
Awareness – Are customers aware of your brand?
Searchability – Can customers find you? Are you showing up in their search?
Connectivity – Can customers reach out to you when they do find you?
Repetitive Exposure – Are you consistently following up with customers?
Customer Expectations – Are you managing, maintaining, and exceeding customer expectations?
Improves Efficiency
An important factor to consider are brand guidelines. Without those guidelines, branded collateral can be difficult to understand and impacts brand consistency. This can confuse customers and decrease credibility to your business. Maintaining consistency not only benefits outside factors but also improves internal workflows. Your marketing team will be able to work more effectively when your brand guidelines are established and understandable.
Having proper guidelines gives employees an easy start so every project doesn’t have to be made from scratch, which speeds up execution and lowers costs. The best way to make sure your brand is consistent is to have guidelines, files and templates that are easily accessible to the team. Having a lead manager is beneficial to maintain and enforce the guidelines before releasing marketing
Reduces Business Risk
61% of companies said that created off-brand content within the past year. Those inconsistencies create confusion and weakens the brand message. Using a clear, consistent brand strategy that is aligned with your company’s goals minimizes that risk. This clarity decreases the chance of costly errors that could harm the reputation of your company. A stable brand strategy establishes a strong reputation over time, which increases its resistance to shifts in customer behavior and the marketplace. In the long run, this stability protects and improves your ROI.
Conclusion
To sum it all up, brand consistency is essential to build a strong business. It’s more than just having a coherent look, it’s also about delivering a message that resonates with your target audience. By building trust, improving brand recognition and visibility, improving efficiency, directly contributes to your brand growth and value. For businesses who are looking to increase their ROI, improving your brand consistency is a key component to their strategy.
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