The thing about marketing is that your target audience rarely falls in love with you at first sight. It's more of a ‘will they, won't they’ kind of dance, and consistency is a massive part of sealing the deal. If people feel like they know you, they'll trust you, and if they trust you, you've got a foot in the door.
Building brand consistency isn't hard to achieve, but the implications can be damaging when you don't have it down.
Whether you're an existing brand, fresh on the market, or looking to rebrand, establishing the fundamentals of your brand, and ensuring consistency is paramount. Great brand consistency can build brand loyalty, which is why aligning your messaging, whether that be a social post, email, billboard, or phone call, across every channel should be top of mind!
Why Brand Consistency Is Key
Close your eyes and picture a red can with white cursive lettering - what do you instantly associate that with? Coca Cola of course! Now people's feelings towards Coca-Cola as a brand may vary. Still, we can agree that their branding is consistent and therefore feels reliable. That kind of steadfastness isn't just stability for stability’s sake. It's instant recognition and the delivery of their brand promise. It turns our purchase habits into ones rooted in subconscious emotion.
In fact, presenting a brand consistently across all platforms can increase revenue by 23%. We are creatures of habit, after all!
If we see the same product marketed attractively with enough regularity, that memory is seared into our minds and informs our decision-making. It's why people drink the same coffee brand for years; there is comfort in trust. In the competitive world of marketing, brand consistency could be the very thing that sets you apart.
How To Create Brand Consistency
Before you can begin to align your messaging across all your channels, you need to create a brand guideline. This should dive into:
- What's your value proposition?
- What is your vision?
- How is your brand currently viewed?
Then, you can really figure out if you are delivering the same message across all your platforms. Your brand guideline should also cover the visual and verbal markers of your brand, including:
- Color palette
- Logo and its applications
- Graphical styles and how they translate from marketing, website, onboarding software to presentations, promotional videos, and business cards
- Tone of voice
Consistency means consistency, it has to touch every part of your brand. Once that's established, it's all about keeping that message alive, particularly by keeping your team, dealer networks and beyond in the loop. Don't let brand deterioration set in! Awareness starts within your internal teams by making sure approved, on-brand collaterals are always easily accessible. There's nothing worse than diluting your messaging with a graphic that features all the wrong colors and typefaces, which is why Showell exists!
How Showell Instils Brand Consistency
Showell is built to keep your brand message strong, but it's so much more than that. Valuable whether you're a team of 10 or have 1000-person dealer networks stationed across the globe, we add value by ensuring everyone is on the same page. That means if you have brand collaterals ready to be utilized by your marketing and sales team, those assets are only ever a click away.
Say goodbye to digging for documents buried in attachments, our platform showcases the newest content and most relevant information, cutting out the clutter. Empower your marketing team from the get-go, so they are always prepared to show your brand’s best side. But Showell isn't a one-trick pony, our all-encompassing platform creates a more open dialogue with your sales department too.
By providing a structured content hub with accessible tools for presentations, data tracking and automatic updates, you can ensure your teams are always in the know, unifying your sales message across the board.
Most importantly, create greater consistency for clients, from the moment you pitch them your product to the follow-up email, then when they stumble across your retargeted Facebook ads. They'll feel the value in your uniformity.
We've seen it – the issue of having to deal with silos, inconsistent marketing messaging, and the wrong content being used by your team. We made a solution with these pain points in mind. Showell is an award-winning tool made to centralize all sales collateral for brand consistency, ease of onboarding, presenting with comfort and assurance that you will have nothing but updated content, data to track engagement and activity to understand your prospects better, and so much more. Start strengthening your brand today,and request a demo to try Showell today.