Since branding design goes from the surface level to the deepest operations in your organization, don’t be afraid to answer this question: Are your branding design efforts delivering a consistent message? Here’s why you should look into your Branding Design Consistency.
It’s a general rule of thumb that companies should pursue consistency in their branding efforts, but some take this concept too seriously, as did Coca-Cola earlier this year.
Recently, Scott Davis explained on Forbes.com how this soda giant tried to create uniform packaging for all products after extensive testing, but the effort produced mixed results. While you might not go that far with your branding strategy, you do want to keep the concept of consistency on your mind at all times.
Consumers want a brand that’s familiar, including everything from signage to digital advertising, web content, and employee uniforms. You want consistency even in how your front-line people engage with customers.
Here, we have put together 4 reasons why Branding Design Consistency is important for your business regardless of how long it has been around.
4 reasons why Branding Design Consistency is important
1. You want to reach different buyer personas through your branding and marketing communications.
Whether you will speak to customers through a blog post, a web article, or a Facebook post, you must reach a range of buyer personas. This concept may be new to you, but some buyers that consume your brand will fit a set of predefined characteristics.
One persona could be a new homeowner, and another persona could be someone who attended a particular university. You want a creative agency that produces branding content to fit the voice of your brand while understanding your buyer personas.
2. You want buyers to respond to different calls to action within your branding content.
Every branding effort carries your company voice, whether it’s the singular voice of the brand or one of an employee sounding off on a popular issue. Whenever you craft a message for the company website or draft a marketing email, determine whether a call to action is appropriate. You will either make a direct or an indirect appeal to readers to follow up in some way.
Sometimes, your content is only for informational purposes and therefore wouldn’t require this element. We recommend getting professional advice on when to use the call to action because it doesn’t fit every communication.
3. You want buyers to believe your product information.
Another way to strive for consistency is to review the landing pages on your company website. It’s a no-brainer that you want to post quality images and descriptions on the page for each type of product.
These pages help buyers make up their minds about each purchase, but they should follow a consistent style. You want to have the same level of detail on each landing page and to check all of the facts provided to customers at least twice.
4. You want Branding Design Consistency so that buyers trust your brand and become loyal followers.
This helps your brand to stand the test of time. Another example is found in a recent discussion of the Coca-Cola brand in which the writer proposes that the brand and the formula should not be changed.
Formulas are helpful when you’re selling sodas, but they are also helpful when your company markets a subscription for software-as-a-service (SaaS). When you think of a brand like Coca-Cola, it goes back as far as your childhood memories will reach. It is a red-and-white concept that you knew before you ever stepped into a Target store. It’s a taste that you count on whenever you crave a soda, unless, of course, you prefer Pepsi or Mountain Dew! The funny thing about Coca-Cola is that they probably talked to a whole team of creatives in their offices around the world before changing to the uniform packaging.
We have more ideas on helping your business achieve Branding Design Consistency.
Fancy a coffee to discuss your creative brief?