People say, “you can’t judge a book by its cover” but that first impression is so important. While your logo is the face of your business, your brand is like your wardrobe, attitude, and style. Its more than just colors and fonts, its the overall messaging and feeling a business gives its customers. Companies that are consistent with their brand have greater success in the long term – think Apple! By maintaining a consistent brand you build trust with your customers, they know what to expect and are confident in the outcome of each interaction.
Similar to how a person is remembered, customers remember your business by how they feel after interacting with the brand. Was it a positive experience? If so, replicating that positive experience is important. If the second experience with a brand is negative or different it affects the level of trust the consumer has towards the brand and sometimes they are on to the next before a third chance is given. Customers who have built trust are able to form an emotional connection to a brand and are more likely to choose it over and over and even more important – recommend it!
A few tips to maintaining a consistent brand:
- Research and analyze what the current brand perception is, are you meeting or exceeding expectations?
- Develop a Brand Standards Guide that outlines exactly how your brand should be portrayed – logo, messaging, fonts, colors, sizing, sample layouts for ads, graphics, and packaging, service standards, and policies.
- Educate everyone who represents your company in these standards and explain the importance of following the guide. If they truly care about your business they will appreciate the guidance.
- Make any logos, key photos, fonts, and standard copy available to everyone. Properly name files and save all marketing and graphics created to a shared location so they can be used again.
- Continue to research and analyze what the current brand perception is, are you continuing to meet or exceed expectations? If there is a sudden shift, identify the reason for the change and make adjustments.