When creating your brand and marketing strategy, you need to consider a variety of factors; from your theme to your chosen logo, every element can have a specific effect on your customer, so it's crucial that you take the time to carefully build your brand. Consistency is an incredibly important factor. Here, we 're going to tell you exactly why and where this should be taken into account.
Consistency Builds Trust
Why, then, is consistency so significant? Well, if your visual branding continues to be consistent through your logo, typography and images, creating awareness and recognition for your company is easy. Your target audience should have a visual reference to identify your brand if they see it; anytime someone sees your brand's logo they should know precisely what the name of your firm is and, hopefully, what your company is doing.
That, in turn, will boost trust with your target audience. You can create a sense of professionalism throughout your website, printed bags, shops and packaging by remaining consistent. Trust is all for creating a loyal customer base. Once people know your brand, you'll find it easier to build authority.
How To Implement Consistency
Printed Bags and Packaging
The printed bags you are using in your store are a great way to advertise your brand. For this reason, it is of utmost importance that brand consistency is retained throughout.
Similarly, the packaging always needs to be cohesive and conform to the business-wide theme of the web, product architecture and all other packaging. This is the best way to appear specialized because if there is a consistent, recognizable theme, consumers may be more likely to trust your brand.
You need to use the same color throughout your branding to maintain this constant theme, such as your website, your logo, your email signatures, the printing on your bags and packaging. By utilizing the same color, you are illustrating to your clients and rivals that you have an identity while still displaying the personality of your brand.
How do you preserve the same consistency in color across all platforms and materials? This can be challenging but there are some guidelines that you should implement in order to make things simpler, including:
- Select colors that work well across all media; website, packaging, etc.
- Create a document for your brand identity to show your web designers
- Be aware of your color mixes; RGB, CMYK and Pantone
Social Media
Regardless to the social network you use, you must insure that you have a consistent theme throughout, and that you consistently post to prove that you are involved and eager to connect with your user base, which in effect would create a relationship with your customers.
Maintaining a good profile on social media by regular and non-sporadic posting is a perfect way to keep up against the rivals. On Instagram, the most organized accounts will have similar color themes and posts containing a theme or message. Not only does this help to promote branding, but it also offers an opportunity to spread the aesthetic, reputation and message you truly believe in. What's more, continuity in your social media campaign reflects the attributes of your brands and reveals no contrasting personalities. For example, if your brand is light-hearted then it is vital to retain that attitude along all your social media posts, to not to mislead the clients and consumers as to who you are as a company.
Website
So, how essential is consistency in website design? It's incredibly important to maintain the same layout, theme and personality on your website, as it shows the overall outlook on your brand and site, but how do you make your website design consistent? You are less likely to forget an important element if you create a checklist of everything you want to include on your site. On your checklist you should include:
- The same colors all around your website
- Consistency in spacing of the elements
- Text inputs, submit buttons etc.
- Links must be identical in text and color
- Your tone of voice should be clear
- Website headings must be the same all the way through
Of course, when you create your checklist, you can add other items that you want to have on your site that suit your brand. Your site ultimately creates a key identity point, so you want to create a good first impression for new users as well as those who are returning.
Hopefully, this has given you an insight into why consistency is important when it comes to branding!
