We say it a lot around here: Consistency builds trust, trust builds brands.
Consistency is it when it comes to branding.
From the first point of contact to the post-sale follow-up, customers look for a consistent experience from the brands they buy from – and stick with. A recent study from Edelman found that consumers more than double their likelihood to try a brand once, stay loyal to it and ultimately become advocates of that brand if it’s one they can trust.
The same Edelman study found that consumer trust is strongest “once they have seen your message repeated across three (or more) different channels…” making it clear that brand trust starts with consistency.
That means your brand looks and sounds the same across your brand footprint (online and off-). The same logo quality, brand colours and fonts. The same core messaging, tone and personality standards. From your website, social media and emails to your sales and service. The brands that do this best are the ones that customers continue to come back to.
Of course, this doesn’t mean carbon copy everywhere your brand shows up, but it does mean setting and sticking with clear brand standards to create a consistent experience for your clients.
Establish brand tools to share with your team, from sales to service, so that you can all work from the same set of guidelines. This will take the guesswork out of what to say to a client and help limit any discrepancies in how your brand shows up for your customer.
Remember: consistency isn’t about being set in stone; it’s about creating a framework of expectation that enables your brand to connect and evolve with your market.
Not sure how consistent your brand is today? Check out our handy (and free!) Brand Audit checklist to help you take stock.
