Business tycoon Henry Ford once said you can’t build a reputation on what you are going to do. This is an evergreen statement that is still relevant to today’s branding strategy. A brand must deliver results and be consistent across the board. Consistency separates the best companies from those that try to take their place atop the totem pole.
Experts from a reputable brand design company cite the following ways to have a consistent branding strategy.
Brands that have weathered the storm and are still around for decades have a strong foundation. Guidelines that everyone in your organization can customize will help your brand remain consistent. This provides your marketing team a starting point when they create articles, videos, blog posts, and others.
The approach can be as simple as having email and business card templates and outlined blog posts and videos. Firm and consistent building blocks make implementing your branding strategies easier.
Internal Branding and Corporate Culture
Other than customers brand consistency also involves your own organization. Effective branding strategies start with your employees. The team has to buy into the message you want to convey and the objectives you want to achieve. Match the internal branding and corporate culture with the strategy you want to implement with your customers. Delineate tasks and designate leaders for each segment of your strategies.
The onboarding process and training of new and current employees must include company values and mission. Distribute and use branded items such as t-shirts, hoodies, sweaters, cards, and others for your teams. Create guidelines that explain the role of each team and how they will fulfill the brand’s goals.
Have a Clear Mission
Brands that have lasted years have a solid mission tied to their company’s values. The statement aligns with your objectives and the results you want to deliver for your target market. The logo and design of your website must also embody the vision and mission of your organization. The colors, branding, and content you publish work together to convey a consistent message to your customers. Audit your branding to identify which parts of your strategy need tweaking and aligning.
Consistent Topic for Content Calendar
The topics you publish must also be consistent with your branding. The webinars, videos, interviews, articles, and other types of content must answer the queries and address the needs of your target market. Stay within your niche to solidify your authoritative position within your market. Publish regularly and be consistent with the dates such as if you release an article during Fridays at 11 am, stay within that schedule.
Focus on Quality
Like the quote earlier, you can’t build a brand on what you are going to do. The products and services you offer must do the talking for you. Focus on quality and keep it consistent in all your distribution networks. Listen to customer feedback and pour resources into research and development.
Consistency distinguishes your brand from the competition. Be relevant, communicate, and be authentic in your approach so that you will connect with your audience and keep them loyal.