Bynder Marketing Insights

The Importance of Brand Consistency: Is Everyone Still On-Brand?

Written by Anneke Langhorst | 14 April 2015

As a brand manager, CMO, or marketer, part of your job is controlling your business’ brand consistency. While some find it easiest to pay attention to simple things such as brand logo, colors, or even your mission statements, others focus too much on the sharing of their brand identity though guidelines and marketing materials. These mistakes may seem harmless, but the effects give your customers the wrong idea about your brand. 
Ascertain where you are off brand. This can be the manager that doesn’t use the correct email template or logo, or it can be the marketers who don’t know the standardized tone for blog posts or other content. Then, discover why the inconsistency is occurring. Most often, a mixture of employees don’t use brand materials in the appropriate way, which results in being off-brand. 

Take a look at the pointers below to ensure your business is branded consistency. 

Be Different
On a highly disputed market it is quite easy to get lost in the crowd, so to differentiate your business from competitors, and focus on your brand. Your brand is the easiest way to truly show your customer base who you are and what makes you unique. Brand consistency using your logo, standardized font, and colors across all online channels while communicating a specific message is incredibly important. 

Brand Recognition
In order to keep your brand consistent, be sure you have correctly identified your target group. This process can be tedious, but with time your customers will be to more easily identify and recognize your tone of voice, design and logo.

Reinforce your USP
With brand consistency, your overall brand is strengthened, along with your Unique Selling Proposition on the competitive market. With a stronger USP, you are able to convey more trust and quality to your target audience, which results in loyalty and increased sales! 

Get Involved
In the creation of a consistent brand, everyone on your team should be involved throughout the entire process. Your brand identity is not solely formulated by your internal departments, marketers or designers - all external stakeholders, should be involved as well. It can be difficult to remain on-brand, but there are tools available to help you manage. 

Brand guidelines are one of the most effective ways to communicate your brand identity internally, but company chats and one-on-ones also enable a personal internal connection to be created so the importance of branding and consistency is shared. An easy way to share your branded materials is to use brand automation tools. 

Brand consistency is the key to building a strong and powerful brand!

With Bynder’s Brand Identity Guidelines module you can effortlessly communicate your corporate brand identity. Click here for more information.