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INSIGHTS

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Create consistent branding to build awareness and trust

11 Sep 2023 by Vicky Hutchinson

If you have been reading all our posts and blogs you know that branding is the process of crafting a unique, CONSISTENT, and emotionally resonant identity that sets your company apart, fostering trust and long-term value with your audience.

But if you are not consistent with your branding then how can people start to recognise it and start to build that trust? You need to look at all the touchpoints people will have with your brand and business to ensure it stays consistent.

To do this involves a strategic and systematic approach. Here are steps to help you establish and maintain consistency across your various brand touchpoints:

  1. Define Your Brand Identity:
    • Begin by clearly defining your brand identity, including your brand values, mission, vision, and personality. This serves as the foundation for consistency.
  2. Create Brand Guidelines:
    • Develop comprehensive brand guidelines that document your brand’s visual identity, messaging, and tone. These guidelines should cover:
      • Logo usage and variations.
      • Color palette and usage.
      • Typography and font styles.
      • Imagery and photography style.
      • Voice and tone for written content.
      • Brand messaging and positioning.
      • Guidelines for specific touchpoints (e.g., website, social media, packaging).
  3. Train Your Team:
    • Ensure that your team members, including marketing, design, and customer service, are well-versed in your brand guidelines. Regular training and workshops can help reinforce brand consistency.
  4. Develop Templates:
    • Create templates for various touchpoints, such as social media posts, email newsletters, and marketing materials. These templates should follow your brand guidelines and make it easy to maintain consistency.
  5. Centralise Brand Assets:
    • Maintain a centralised repository for brand assets, including logos, images, and approved content. This ensures that everyone has access to the most up-to-date materials.
  6. Coordinate Across Departments:
    • Foster collaboration among different departments. Communication is essential to ensure everyone is aligned with your brand’s vision and messaging.
  7. Consistency Across Channels:
    • Ensure that your branding is consistent across all communication channels, including:
      • Website: Use consistent design elements, colors, and messaging.
      • Social Media: Apply the same visuals, tone, and voice across all social platforms.
      • Email Marketing: Maintain a consistent email design and messaging style.
      • Print Materials: Consistency should extend to brochures, flyers, and packaging.
  8. Regularly Review and Update Guidelines:
    • Brand guidelines should evolve with your brand. Periodically review and update them to stay relevant and adapt to changing market trends.
  9. Monitor and Enforce Consistency:
    • Designate a brand guardian or manager responsible for monitoring and ensuring brand consistency. This individual should review materials before they are published and provide guidance to maintain consistency.
  10. Adapt to New Trends:
    • While consistency is crucial, be open to adapting your brand to new trends or changes in your target audience’s preferences. Evolution can help you stay relevant.
  11. Document and Iterate:
    • Keep a record of your brand consistency efforts, and regularly assess your progress. Continuously refine and iterate to improve consistency over time.

Consistency in brand touchpoints is an ongoing process that requires commitment. By following these steps and regularly reviewing your efforts, you can create and maintain a strong, consistent brand presence that resonates with your audience.

To help you we have created a free brand MOT checklist for you to download so you can start the process by doing an audit of your brand touchpoints. We also do brand audits if you don’t have the time to do this in-house just give Vicky a shout

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