Brand Consistency: What is it and why is it important?
What Is Brand Consistency?
Brand consistency is the result of an active effort to ensure your brand’s messaging, values, design aesthetic, and personality all align and stay the same over time and across platforms. Pointedly, brand consistency relies on a brand aesthetic to maintain recognition. This consistency and aesthetic is then associated with your brand, making it reliably recognizable.
Brand consistency helps your brand gain traction among your target audience. This builds awareness and keeps consumers familiar with your feed. Consistency is actually a marketing tool in and of itself by implying that your brand’s services or products will remain reliable.
The importance of this consistency is why KJC developed customizable content creation services — By posting consistent, high quality content, your brand remains reliable and recognizable.
The Importance of Brand Recognition
The main reason you want to stay consistent is to be easily recognized. Brand recognition avoids confusion and keeps consumers coming back and choosing your service or product over a competitor. Sometimes this is simply because they recognize your brand. The topics you write about, imagery you post, and services you provide should always be consistent with your brand’s values and aesthetic.
Maintaining brand consistency and consequently, brand recognition, will help you:
Increase awareness of your brand and how to use your products and services.
Stand out among competitors when consumers are confronted with the choice.
Build upon existing success. Change is inevitable and brands must adapt. But you can do so in a way that stays true to your brand’s core values.
Maintain perception of brand by controlling the tone and appearance of your brand’s messaging and aesthetics.
Connect with your target audience. They want to know you!
Building Reputation
When you stay consistent with your brand aesthetics and values, your brand develops authenticity and dependability. Just like brand consistency is a marketing tool, it builds reputation in and of itself.
By maintaining your brand consistency, you build trust by ensuring reliability. If and when things go awry, you’ve already built and controlled a solid reputation.
What Is Your Brand Aesthetic?
Maintain visual consistency by displaying the same design aesthetic and style across all of your brand’s platforms. Your brand aesthetic should be mostly unique and appropriate to your services or products and consumers. Then, consumers will be able to quickly recognize your brand: Whether they’re scrolling through their favorite social media, shopping in a retail setting, or otherwise viewing your content or products. You can lock in your brand’s aesthetic when you:
Confirm that your brand’s content has the same style: For example, each photo posted to your brand’s Instagram account should have the same or similar color, lighting, font, and overall style. The Instagram page for Frankie and Jo’s vegan ice cream is a good example of steady content with consistent style and coloring.
Use social media platforms appropriately: To best match the type of service or product you provide as well as your target audience.
Representing company values on social media: Consumers should have an idea of your company values from seeing your website and social media feed. For example, LivBar boasts eco-friendly company values and consistently points to this in their content.
Brand consistency increases awareness of your product or services, pulls you out from among your competitors, and connects you with consumers. In its context, the concept is as simple, but important, as staying true to your company values and remaining reliable. By ensuring your brand’s messaging, values, design aesthetic, and personality all align together and across platforms, you can remain consistent and build brand recognition.
