Why Brand Consistency Matters
When someone interacts with your brand, the experience should be positive and familiar each and every time. Whether you’re handing someone a business card, talking to them on the phone, they see the packaging for your product or go to your website, the experience should always be the same. You brand will be strengthened or weakened at every point of contact. This is why consistency is so important.
Keep in mind that in order to increase your business, you need to increase your awareness. And in order to become a recognizable brand, you’ve got to be consistent. Consistency is important for several reasons:
It Avoids Confusion
The first and most obvious reason is that your potential clients are being introduced to your business and you don’t want to confuse them. As a small business, you want to make it easy for someone to remember you by being consistent with how you present yourself. People can only remember certain elements, forgetting most of the details. For example, you meet a potential client at a networking event and give them your business card which shows your company’s blue and green Universal Health logo. That person later googles Universal Health and is directed to your website. If they see your logo, they feel confident that they’re at the right place. If, on the other hand, your website shows your logo (even the same graphic design) in red, they will question whether this is the same person and company they were searching for.
People Trust Things That they Know
Every time a potential client hears your business name or sees your logo it gets registered in their memory. The stronger a memory—and connection—someone has to a brand, the more likely they are to want to do business with that brand.
Consumers are more likely to choose brands that are familiar, because they seem known, established and therefore trustworthy.
It Increases your Roi
Business owners don’t make their brand identity inconsistent on purpose. Most of the time, it’s done because they don’t know any better. For example, a business owner might hire a website designer to create their website and ask a printer to design their print work. Without having an established brand design upfront, the result is an inconsistent product. The business owner has now paid for two marketing pieces that can’t, or at least shouldn’t, be used together. This is why the first step in designing your brand identity should always be to define the brand and create Brand Guidelines that explain your brand and how it works.
For more information or a better understanding of branding, brands and brand identity, take a look at some of our previous posts. Be sure to check back soon, we’ll be diving into Brand Guidelines next.
Looking to create a new brand or revamp an existing one? Contact us at email@example.com