Any organisation always strives to develop its image and brand identity. Brand consistency is an organisation’s ability to maintain communication and positioning in line with its values and the elements that make up its identity. It’s a practice of delivering messages aligned with matching tones, color palettes, etc across channels. It enables people to recognize the brand and understand what the company offers, enabling it to stand out.

Following tips can be used to establish and maintain brand consistency in the market -

• Develop Brand Guidelines -

  To keep things focused you should first create clear rules and standards for your visuals and written materials. This will keep you focused as you launch new campaigns.

  There are many things to start off with, like the tone and voice of your brand. Make sure you make your key traits immediately perceptible to your audience as it’s the most important aspect of the brand to recognize you. Then there are things like color palette, brand logo, fonts, etc. to finalise.

• Know your audience -

  Brand consistency is great but knowing your audience is vital. During the planning process for your content and message, be sure of the specific demographic you want to target. While focusing on branding and marketing, understand that not everyone will be your customer. Knowing your audience helps you in figuring out what content and message they care about.

• Align your actions with your brand -

  Your actions have to align with the brand you create, whether it is a post on social media, a company policy, or an event. Post often and consistently, and stand by what you say to your audience. Keep your brand in mind for every social media post, otherwise there will be a risk of being misunderstood by the audience. Actions should always be aligned to your brand, it’s much easier than rebranding.

• Interaction is key -

  Customer interaction is key. Actively interact with both current and old customers. They won’t stay with you always, you need to go out of your way to get them. Make your presence known on social media, within your community. You will have a better opportunity to reach people, by having multiple approach interactions.

• Closing thoughts -

  Maintaining a brand isn’t easy. Keep your messages and images fresh and updated in a way that reflects on you and resonates with your audience.