the past 10 years has seen many brands revolutionise their marketing style, with a constant stream of new tactics and angles used to convey their message. No matter what your brand’s style and character are, the key to successful campaigns and customer loyalty is to make sure the message is consistent.
Ensuring your brand is set apart from the rest
Your brand needs to find its own space in a busy marketplace and consistent marketing can help solidify that. Brands should always be focusing on what sets them apart from the rest, and these features should be emphasised in every campaign. In doing so, you’ll create a presence which is synonymous to your brand, so your customers build recognition which you can trigger through the simplest of actions — from seeing a simple logo to watching an advert.
Simplicity has been utilised by many brands across modern culture to convey a simple yet effective message. Over time, this simple approach has helped iconic brands solidify the signs which symbolise their presence — consider those famous golden arches of McDonalds. By choosing to be consistent with the physical presence of your brand, over time you’ll become more recognisable.
Ensuring your brand has a character
A clear and identifiable character will undoubtably keep you audience engaged and loyal. Consistency can affect this though, and if you aren’t careful with the persona you’ve created then your brand message risks getting convoluted. The beauty and skin care company Glossier have designed a unique, quirky style for their marketing, and it never wavers. From social media posts to their email marketing campaigns, Glossier have mastered a friendly tone of voice which resonates with their loyal following of beauty addicts. The brands ‘Millennial Pink’ hue alone is a force to be reckoned with, and a study by DesignAdvisor found that 80 per cent of brand recognition often comes from colour palette alone. This level of consistency has secured founder Emily Weiss and her brand a value of $1.2 billion, only five years after setting up shop.
Ensuring you are a brand your customers can depend on
Consistency and reliability take time to achieve, but if you master your branding your company could reach the household name status. Consistent marketing helps to make products and brands seem dependable, as the customer has a criteria of qualities that they immediately associate with a product, meaning they are more likely to return to it. In order to become dependable, your brand needs to avoid mixed signals — for example, you couldn’t really have a social media presence as playful as that of Burger King, then present a sterile, plain product. By keeping your band guidelines central to your marketing, you’ll develop consistency by keeping your brand aligned to its core values, making you overall more dependable and trustworthy.
User-generated content fuels the success of some companies, such as the holiday rental company Airbnb. They use this type of content to convey their dependability as a brand, by demonstrating to customers how their products fit the criteria which they have outlined. By consistently doing so, the brand seems more human and relatable, showing the reality of the service and placing value in the customers who use it.
A consistent brand message could be your brand’s key to success. Couple this with up-to-date brand technology such as litho printing and you will be able to set your brand apart from the rest.