To strengthen your brand recognition and increase consumer confidence, we created a brand consistency checklist to help you make improvements.
Companies large and small have challenges maintaining brand consistency. Bigger companies may have more resources, but more possibilities for oversight. Smaller companies often lack the resources and expertise to get the job done. Regardless of your job title, you can play an integral role in improving your company’s brand consistency.
Below we examine why brand consistency is so important, the mistakes companies often make and how to fix them.
Brand consistency is essential for your company’s reputation and for maintaining a professional image. Even for executives with strong personal brands, closing deals can be harder when company branding is off. The image of the company created by its website, marketing, social media and team can have a significant impact on buying decisions.
If your company has made one of these mistakes, you’re not alone!
Successful brands have a clear purpose in mind with their messaging. They know their target audience well and have taken the time to research their competitors. They coach their employees and brand advocates on how to communicate about the brand. By creating a strong brand identity, they can reach audiences in unique ways. Importantly, they also know when it’s time to let go of branding techniques that aren’t working.
Perhaps the single most important branding mistake that companies make is failing to be consistent across different platforms. To help keep your company on track, here is a brand consistency checklist:
These should encompass visual and contextual rules for your brand. This includes visual identity – things like fonts, color palettes, and document templates – as well as contextual elements like tone and formatting.
These guidelines should include brand voice, brand-appropriate images, and etiquette tips for when they are communicating about the company on social channels.
Once you’ve got a strong set of guidelines and supporting documents, store them in a place that’s easily accessible for your entire time and share them in a way that they can easily find and implement them.
Your employees are the front line of your business. Spend time training them on brand messaging and guidelines and explain why following them is so important. Help them understand that they can put business at risk if they don’t follow them. Employee branding has a significant impact on building brand awareness and trust, so encourage employees to be brand advocates. Give them reasons to get excited!
To ensure cohesion and keep things simple for your whole team, share various forms of brand messaging with them that are ready for quick use. Include helpful content they can include in emails, on social media posts or in presentations.
When updates are made, remove old templates and documentation from your shared files so as not to confuse your team. This may seem like a no-brainer, but it’s often a cause of poor brand consistency! Be sure to communicate any changes to your branding to your team.
Creating brand consistency positions your company as a trusted industry leader. Educating employees on the importance of it and encouraging employee advocacy further strengthens your brand. For executives with many other priorities, making time to audit and improve brand messaging for greater consistency isn’t always possible. If the brand consistency checklist isn’t enough, bringing on a consulting firm can be beneficial.
Point Road Group helps companies attract customers and drive revenue by strengthening brand trust and credibility. We achieve it through company messaging, LinkedIn optimization and employee branding. To learn more about our corporate branding services, contact us.