The importance of brand consistency

When a brand interacts with a customer through a consistent brand voice, customers feel that they know the brand. A consistent brand always delivers messages aligned with its core values. It resorts to certain practices such as presenting the brand logo in a similar manner and using similar colors in the visual elements. When a brand is whimsical, it sends mixed signals that leaves customers confused.

Given below are ways in which consistency benefits a brand as well as its public relations program.

Builds awareness

A consistent brand is easily recognizable. Its identity is cohesive and that makes customers trust a brand. Brands that are consistent help a business to stand out. It takes time for customers to become aware of a brand and to trust and consider it, since awareness is a process. For a brand to be trustworthy, the best option is to be consistent.

Makes a brand dependable

Customers have an established expectation from a consistent brand. A successful brand has to be trustworthy, only then would customers consider purchasing from a brand. People tend to buy the same brand of shoes or the same brand of pens. That is because they know what to expect from the brands and they will like the outcome. A dependable experience can only be given to customers if a brand is consistent.  Given below are tips on building brand consistency.

Have a vision statement

A vision statement communicates what a company does and why a customer should care about what it does. It is a written statement that clarifies the meaning and purpose of a business. For a brand to be consistent, vision statements should be short and memorable. For instance, ‘locally sourced cakes that have the customers smiling’ is a vision statement that immediately brings up the vision of a bakery.

Use the same color palette

The colors used by a brand should always be consistent as it helps to increase recognition. Colors should be chosen in such a way that they reflect a brand. A consistent color palette also differentiates one brand from another. For instance, the shade of blue used for Twitter has come to be associated with the brand. The color palette chosen should be aligned with the messaging of a brand. Brand marketing companies can help a business to decide which color palette would be suitable for it.

Regular audits

It is important that a brand stays on track with its messaging. For that, it is necessary to run regular brand audits to avoid inconsistencies. Posts on social media platforms, paid ads, and blogs should all be aligned with a consistent message.For instance, Netflix always uses content from its films and series to generate content that is humorous. The swoosh of Nike has also led to a brand consistency that is incredible. The logo has created a deep association in the minds of customers.

Ronn Torossian founded 5WPR, a leading PR firm.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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