A very important part of branding is consistency. In fact some branding professionals might even tell you that branding is consistency. It comes from the basic idea that in order to build a brand or reputation, you must continually present yourself in the same way and provide a consistent experience every time. This is the only way to build a strong and memorable brand with your customers. Below is a list of some ways you might be able to improve or monitor your brand consistency.
Messaging- When determining what you want your messaging to be, it is always important to keep your target audience in mind. Messaging needs to be well crafted and tested before it becomes consistently used and associated with your brand. It is also important to keep a similar tone and voice when writing copy for your website or marketing materials.
Visuals- Logo guidelines are developed to make sure that nothing changes in the logo, but maintaining visual consistency goes beyond the logo. Some things to keep an eye out for are that nothing changes in your business papers, that your brand color on all marketing materials is correct and on the same quality paper stock, and that layouts in a series of items like posters is exactly the same.
Training- Ensuring that all of your staff are similarly trained helps ensure the customer receives a consistent experience and is extremely important. It only takes one bad experience to drive a good customer to a competitor, but enough good experiences will cause brand loyalty, and eventually referrals and recognition, something that is worth much more than the effort.
Giving- It is important to be consistent with giving, especially when it is a part of a brand. Its great to give back when its convenient but for it to be a part of company culture it must remain consistent and honest.
If there is something else that you find vital to consistent branding, please share it in the comments!