Being consistent is to be reliable, and when it is trusted, it has the chance to be recognized, the more likely it is to win new customers or maintain its continuity. Brand consistency is the act of presenting the same brand message, audio and visual elements in every graphic and content. This provides visibility and recognition in target audience groups, thus enabling the masses to be the brand that comes to mind when they need the product or service most.
What is brand consistency?
Brand consistency is achieved by reflecting a certain corporate identity and company values at all these points. At every point, your customers need to face a consistent brand identity. The consistency you will ensure at all these points will allow your target audience to recognize your brand and distinguish it from your competitors.
Why is brand consistency important?
Brand Consistency is a very important criterion for a brand. Because the real strength of the brand depends on the impressions people have accumulated over time. If you cannot act consistently, your brand is not created correctly and does not give you trust. Then you will hit the biggest blow to your competitive power in the market.
When we look at the failed brands, we see that brand managers forget their real values and diverge to other points. In the field of marketing, being consistent and open is one of our most important values, but the desire for change within a marketer is inevitable. Here, with the calculation of the brand value, it will be determined what the brand will gain to the brand owner and what it has lost with an inconsistent brand strategy.
how to measure brand consistency?
There are different ways to assess how to measure brand consistency such as studying Internet research data, conducting surveys (online/offline) and social data analysis.
- Internet research data
When a potential customer searches the Internet, they type a combination of different keywords into the search engine. Using tools like Google Trends, a business can aggregate keyword associations related to its industry, product line, and services. These typed expressions can give ideas of the external perception of the organization but also information on the competition.
- Polls
Polls, especially qualitative surveys, are very useful in knowing the associations of ideas that people make when thinking of a brand, product or service.
To collect these groupings of attributes, a company can question its customers in order to collect data on several dimensions:
- The cognitive or psychological aspect: Which terms best describe product X? When you think of the Y brand, what comes to your mind first?
- The affective or sentimental character: What feelings do you have with product X? How do you assess your attachment to Y?
- How the experience felt: How would you describe your last experience with Y? On a scale of 1 to 10, how likely are you to recommend Product X? This last question is also used to calculate the Net Promoter Score (NPS).
- Through the language: What are the 3 words that you would use to describe the Z service? How would you describe product X to someone close to you?
These surveys can be submitted online, face to face or in individual or focus group interviews.
- Social data analysis
Internet users spontaneously express their experiences, tastes and desires on social networks. The social data analysis is to study organic conversations from these media. A company can then obtain quantitative and qualitative data by observing the keywords and expressions shared by Internet users that are associated with its offer. The advantage of this study lies in the fact that the individual is in no way influenced by the firm. The data is raw. This analysis also helps to understand trends and anticipate them.
Social networks provide a lot of other information about branding. This is why we must at all costs study these opinions online. For example, an organization can analyze its reputation on the networks, the ratings assigned or the number of positive or negative messages and their frequency.
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To measure brand consistency helps to understand how it is perceived by its customers, prospects and even employees. It is a question of checking the coherence between the image and the message that the company wants to send back and what it really transmits.
Importance of brand consistency?
The \of your brand plays a vital role in the success of your business. It defines how consumers perceive your company and whether or not they decide to buy your products/services. You must therefore do everything possible to ensure that your potential customers understand your organization and what you stand for.
The social network will play a key role in the development of your brand. Information about your company can be shared in record time to your target audience. Maintaining consistency in your brand’s communication strategy is what will allow your customers to recognize your company.
Here are the top five reasons why brand consistency is vital to growing your business:
- The recognition of your customers
One of the most important aspects of brand consistency is that of customer recognition. You want your customers to identify the brand, whether it’s from a shape or the colors of the logo. When developing your brand’s marketing strategy, consumers can recognize your company only through the colors or the tagline alone.
- Keep focused on your goals
To build a strong brand identity you will need to stay focused on the main goals of the business. Over time you may be tempted to deviate from your goals. Maybe there are things that can sell in your industry but do not fully match your brand
- Build your brand with an involved team
To build a strong brand identity you will need to stay focused on the main goals of the business. Over time you may be tempted to deviate from your goals … Maybe there are things that can sell in your industry but do not fully match your brand.
- Strengthen the identity of your company
When the same message is communicated repeatedly to your target audience, it is assimilated and gradually allows your brand to associate with that message. The basic idea is that people associate a positive image with your brand.
- Stand out from the competition
Depending on the sector of activity chosen, the competition can be very strong. Maintaining brand consistency has the advantage of setting your business apart from the competition.
