Consistency is a crucial consideration when it comes to building brand equity

Brand consistency is an incredibly important factor in building brand equity.  Consistency heightens brand awareness, boosts recognition, creates a steady and robust reputation and helps you to stand out from your competitors.

Here are some tips on how to keep your brand consistent:

Deliver a clear message

You need to communicate with you your target audience clearly. What message do you want to send them about your brand? Once established, it is essential to keep your message consistent, so your audience is not confused.

When brainstorming your brand message, you need to ask yourself the following questions:

What is your mission?
What problem does your product or service solve?
Why are these solutions unique?
What are the values of your brand?
What are the values of your target market?
What makes you and your customer unique?
The purpose of your brand message is to connect with your target market and audience. If your message holds similar values to your audience, then you can make a strong connection.

Create a voice for your brand

Your brand’s voice should reflect its message. While your message should establish the look and feel of your brand, your brand voice should act more as a direct communication of your message.

 For example, the stories your brand creates through marketing and how it speaks to its target market builds a profile for your audience. You have control over how your message is heard and interpreted through the language and tone used in your marketing initiatives.

To maintain consistency for your brand image, you need to make sure that its voice aligns seamlessly with its message. Otherwise, you can create severe damage to its profile and reputation.

Create a style guide for use by your team

Along with your message and voice, your brand should always present in a consistent visual style and feel. To achieve this effectively, you need to manage your brand assets and should create a brand library that stores your logos, colours, elements, style guide, videos, images and so forth.  

At the very minimum, you should create a style guide. A style guide is a document that provides all the required information your team needs to know about your brand — information such as primary and secondary colours, logos and graphics, icons, fonts, images and so on.  Ensuring your team follows the guide will allow you to achieve visual consistency.

If you develop a set of graphical elements that you regularly use to support your brand, this will also boost brand awareness and recognition with your audience. For example, consider McDonald's - you will always remember the yellow arches and the combination of red and yellow. Each time you look at the colours red and yellow together you think of McDonald's or related types of fast food. Through their brand consistency, they have been able to establish a solid foundation and message for their audience that these colours are representative of the McDonalds brand and delicious fast food.

Reuse and repeat

It is crucial that you keep your audience entertained and interested in your brand. Always focus on high-quality and unique content. To do this, you could publish weekly blogs on topics relating to your brand or create videos to repeat your message.

The key to repeating and reinforcing your message is to do it slightly differently each time. Your audience will turn off instantly if you sound too repetitive as your message becomes old and a chore to hear reptitively. It is vital that you change your message up. For example, you don’t see the same ad campaigns running for years on end. They change every financial year or quarter, or in many instances seasonally.

Remember if you can consistently keep your target audience engaged and your brand consistent, then you are on the road to growing brand equity - the commercial value that derives from consumer perception of the brand name of a product or service, rather than from the product or service itself. Through consistency, you can initiate growth that is otherwise hindered without following these tips.