“Successful small business owners … commit to consistent, ongoing marketing … [they] view marketing as an investment, not an expense – because that’s exactly what it is!” — Joy Gendusa, sbmarketingtools.com
When it comes to branding, “consistency is key”: It takes time and repetition for customers to become aware, remember, trust and consider you. Showing up consistently is key to building brand recognition:
1) Brand consistency is about establishing trust:
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In order for people to trust you, they have to feel like they know you.
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In order for them to know you, they must be aware of you, recognize and remember you.
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In order for people to recognize and remember you, you must show up consistently.
2) Create a distinct visual brand identity:
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Visual cues are powerful for brand recognition: use your logo on everything and stick to the same fonts and colors.
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Create a consistent visual style for consumers to see whenever they interact with you, making it easier to nurture trust and be remembered.
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If your brand visuals start to feel repetitive, that means you are doing it right.
3) Establish consistency with your brand voice and message:
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Determine your brand personality: how casual, formal, clever, humorous, edgy, etc., your copy should be.
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Be clear about what you offer, who it’s for, how you do it differently – it’s the foundation of your brand message and you want it to be easy for people to understand.
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These personality qualities should shine through in your marketing messages so consumers recognize your product/service just by reading your brand copy.
4) Create guidelines to maintain brand consistency:
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Make sure that your logo, fonts, imagery and messaging are consistent.
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A brand guideline should include usage of your logo, color palette, brand fonts and consistent patterns.
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Create a brand board – a quick reference guide to your brand’s unique style and visual identity*.
Branding provides the glue of consistency in your message — both your words and visuals — speeding up the trust- and awareness-building process. Consistent branding reinforces to your customers that you are the best option.
Source: Taughnee Stone-endeavorcreative.com; *productiveandfree.com