The Importance of Brand Consistency

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It’s often said that branding is an essential aspect of marketing. Branding refers to the emphasis and efforts placed on the symbols, names, logos, slogans, designs, and other attributes associated with a company or product. Brands use emotional and functional elements, such as digital assets like images, videos, and other content, to establish and nurture relationships with their consumers. The better the relationship, the better the brand recognition.

However, when a brand fails to feed this relationship with consistent branded elements, they dilute the value of their brand. Over time, this can have irreversible effects for a business. Considering this impact, let’s take a closer look and discuss the following questions that every marketing organization should understand:

  • What is brand consistency?

  • Why is consistent branding important?

  • How do organizations keep branding consistent across teams?

Okay, let’s dive in!

What is brand consistency?

Brand consistency is when a business delivers elements and messaging associated with their brand in a manner that conforms to a set of uniform guiding principles. Organizations achieve brand consistency by aligning all representations of their brand, such as logos, colors, typography, marketing content, voice of communications, and messaging, with defined corporate values and a clear identity. Brand consistency is a driving force in brand recognition.

Why is consistent branding important?

Since people are more likely to purchase from a company they know, building brand recognition is a vital aspect of any business. When a person is ready to make a purchase, it’s the brands that they think of first that have the advantage.

Recalling a brand is similar to recalling a person. When people first meet, they don't remember everything about each other. They can likely recall faces or names. If not, they can probably recall a story or way they felt about a person. But, if at a subsequent meeting, that person uses a different name, disguises their voice, or adopts an entirely different style, it could be challenging for others to recognize who they are.

Similarly, when brands expose people to inconsistent brand elements, their audiences may not recognize them. For a person, those elements could be glasses, a hat, or hair color. For a brand, it could be their logo, the words on a webpage, or the style of a photograph. Whatever the case, companies with inconsistent brand elements risk confusing people or even coming across as untrustworthy, low-quality, and unpolished. Ultimately, these mixed messages can get in the way of a brands ability to sell their products, grow their business, and build customer loyalty.

How do you keep consistent branding across teams?

Unlike being a memorable person, being a memorable brand requires multiple people to coordinate consistency across in-person and digital experiences. However, as organizations introduce more people, teams, and brand elements into the equation, it becomes more difficult for them to control consistency. While different tactics work for different brands, the most successful of the bunch keep their brand in check across teams by implementing the following:

  • Brand strategy: A long-term, documented plan for how an organization must leverage its brand to achieve business goals and anchor the brand to a consistent identity. At a minimum, a brand strategy should outline a brand’s promise, core values, personality, audience, and competitive positioning.

  • Brand identity kit: Instructions on how everyone that touches a brand (i.e., freelancers, agencies, and internal teams) must convey a brand’s visual style. This includes visual aspects like logos, typography, and colors, as well as the characteristics and personality that humanize a brand.

  • A single source of truth: A central location where anyone representing the brand can access the guidelines, files, and messaging approved for brand use. For some brands, a file-sharing tool like Dropbox or Google Drive is enough. For others that need a more organized, search-friendly solution that tracks and measures how their teams use files, a digital asset management (DAM) system is the answer.

In conclusion
By putting the right people, processes, and tools in place, organizations are better positioned to deliver on the holy grail of branding — consistency! By giving people easy, self-service access to approved, on-brand materials, marketing organizations can remove the temptation for teams to create their own customer-facing content or misuse the brand in communications. To find out how Widen can help you establish, protect, and grow a winning, cohesive brand, check out our brand management solution now!

Topics: DAM

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