Why is Brand Consistency Important?

Did you know that 82% of people searching the internet for a company or service end up choosing a brand that they are familiar with? Brand consistency is the key to creating a noticeable and recognizable business. In today’s modern advertising market, many brands fall through the cracks due to inconsistent branding.

At Wrapology, we’re the visibility experts. We help our clients create cohesive branding strategies that keep them relevant, noticeable, and undeniably themselves. So, why exactly is brand visibility so important? Let’s get into it.

What is Brand Consistency?

Brand consistency is cohesive branding strategies that are utilized amongst all platforms of your business. These strategies span from your logos, font choices, and colors to each of the  visual components of physical branding and online presence. Essentially, your brand is only consistent if all forms of your brand’s media represent the same type of branding. Yes, this even includes how your marketing emails look.

At the beginning of your brand’s creative process, you should establish your business and marketing strategies. To start, you should ask yourself these questions:

What sort of message is my company trying to convey?

What are my company’s morals and values?

How do we want to present ourselves?

Who is my target audience, and how will we reach them?

Who are our competitors, and how will we set ourselves apart from them?

Once you can answer these questions, you can then begin developing your brand’s identity and marketing strategy. When you work with your creative team, it is helpful to establish a “brand kit” or style guide. This so-called kit will encompass your company’s chosen font styles, colors, logos, and overall look to all of your branding. This kit should be referenced and utilized anytime you create any sort of media associated with your brand.

Along with your brand kit, you should establish branding guidelines. Branding guidelines help your entire company stay accurate and consistent throughout all branding, media, and communication. You can think of these guidelines as your brand’s “rulebook”.

Within that rulebook, you can outline things such as guidelines for logo positioning, your company’s approved fonts and color palettes, and how you choose to speak to an audience. This rulebook will make your marketing and creative teams jobs easier, and will keep your presence online and in-person consistent.

Additionally, establishing a style guide, or brand kit, and a rulebook will help streamline the creative process as your brand creates new marketing and product material.

What are the Benefits of Brand Consistency?

Increased Visibility

Consistency is key! Brand consistency can lead your company or business to success, and won’t leave you falling through the cracks. The use of brand consistency can result in increased recognition of services or products, which will create repeat business.

Consistency Builds Trust

A strong brand identity will also build trust amongst you and your customers. If you cultivate a presence that results in repeat positive experiences, your customers will continue to turn to you for your product or service! Customers will expect these positive experiences every time, and will also make them more likely to recommend you to their friends.

Customers love predictability. They want to know what to expect every time they search for or utilize your service or product. If a customer finds inconsistencies amongst your branding and messaging, this will create distrust. You never want a customer or consumer to hesitate because of your brand’s inconsistency.

With all this said, it is natural for brands to change and adapt with the market that they are in. If you find that your brand consistency needs to change, do so with ample communication to your target audience! This can be done by addressing your audience via social media or email marketing. Transparency is valued in a market full of companies who are more willing to deceive their audiences rather than communicate openly with them.

Fit Into a Niche and Set Yourself Apart

Additionally, a solid brand identity and consistent branding will set you apart from your competitors. Today’s market is highly competitive, so it’s important to make a large effort to make  your company or business stand out from the crowd. If your company consistently looks good, conveys their message or values clearly, and has overall positive experiences, you can expect that your brand will find its place in a crowded market.

Finding your brand’s niche is extremely important if you’re a company or business that caters to a certain audience. By creating cohesive branding that speaks to the “right” audience, you can solidify your place in your target market.

How Wrapology Can Help You With Your Brand’s Consistency

Wrapology is Northwest Arkansas’ one-stop shop for brand consistency and visibility. When you come to us for your signage and branding needs, our team of professionals will collaborate with you to create the best branding solution for you.

Whether it’s indoor or outdoor signage, vehicle wraps, banners, or custom graphics, the hard-working Wrapology team is passionate about getting your brand visible. Together, we’ll utilize your brands identity and style guides to create custom signage or graphics to build your brand consistency and visibility.

If you need help with finding bigger and better ways to build your brands visibility, talk to us! We’ll collaborate with you on the best way to get your brand visible. For more information about how Wrapology is Northwest Arkansas’ one-stop shop for visibility, visit our About page!