Your brand is arguably one of your organization’s most important assets. It gives your organization an identity, makes your business memorable and recognizable, encourages consumers to buy from you, supports your marketing and advertising, and creates a sense of loyalty and pride among your team. And, branding is more than simply a logo—it’s a series of elements that speaks to who you are.
From the language in an Instagram caption to the colour palette on a website, businesses that create strong brands know that their brand needs to live everywhere. They know their names extend far beyond one specific channel, and can entice consumers to choose their products or services out of a lineup of options. The key to gaining this brand awareness and customer loyalty is to apply your brand consistently across all marketing materials.
What is branding?
Branding is the process of researching, developing, and applying a distinctive feature or set of features to your organization that define your business, so consumers can begin to associate your brand with your products or services.
For example, the Coca-Cola brand is one of the most recognizable logos and colour stories around the world. The classic red and white lettering, vibrant artwork, and distinctive font have lasted for over a century. Good branding provides a solid foundation for recognition and awareness.
Branding is so important that it’s often a major deciding factor for consumers when they make a purchase decision. One study found that users who feel a connection to a brand spend twice as much money compared to those who don’t!
The importance of remaining consistent across all marketing materials
When you remain consistent across all marketing materials, your branding makes your business memorable. As the face of your company, this helps consumers easily recognize and identify your business across every medium. More than 100 years later, the Coca-Cola brand is a testament to the power of consistent, successful branding that consumers have come to love.
Another benefit of consistent branding is that your visual assets look organized, and reflect the aesthetic of the brand. This ultimately supports your marketing and advertising efforts. It also helps any promotion pack that extra punch thanks to added visual recognition and impact.
Additionally, signature colours and fonts can be consolidated in a brand guide (or brand kit) so that every employee or partner has easy access to the brand’s imagery as a whole. This ensures that branding remains consistent no matter who joins your team. When you brand your company, you’re not only giving your business identity, you’re also creating a reputable, highly-regarded workplace. Strong branding brings in strong employees.
Finally, the language and tone of your brand plays a large role in your brand’s identity. Are you professional, approachable, fun, smart, quirky, or maybe something else? Branding gives your business an identity beyond its product or service. It gives consumers something to relate to and connect with.
The bottom line is that it’s essential for a business to remain consistent in their branding across all platforms and marketing materials – this includes both digital and offline presences. Doing so is key to increasing brand awareness and customer loyalty.
Campfire Digital Marketing can help you develop, strengthen, and execute a plan to apply your brand consistently across your marketing materials. Contact us for personalized recommendations about digital marketing solutions that work for your business.
