The one thing that a brand is supposed to do, above all else, is to help your business get its message across. To communicate what your business is about to both customers and members of the team.
However, when a brand isn’t unified and consistent, everyone starts getting mixed messages about it. Here, we’re going to look at four ways to keep your brand in tune, on track, and telling the right story.
Cement your values
If you want to make sure that your business is operating in and communicating in a way that is consistent with your brand, then you need to know what is at the core of the brand in the first place.
Take the time to sit down and really consider what the core values of the business are, as well as what its unique value proposition is. By making sure that you can identify the true core of the business, it’s easier to create a brand that matches and that you can then live up to.
Create a brand guide
When it comes to creating visual assets, such as marketing materials and the website, then you want to make sure that your business is recognizable. This means making use of the same visual techniques and assets across mediums, while adapting them as much as necessary to fit those mediums.
Sites such as https://blog.hubspot.com/marketing/examples-brand-style-guides can show you how to create a visual style guide for the brand that serves as a pointer for anyone that has the task of creating visual representations of the company. They can look at this and follow the guide to make sure they’re keeping consistent with other branded materials.
Establish a house style
The consistency of the brand needs to carry across outside of marketing, too. Often considered part of the overall “brand bible” alongside the aforementioned visual style guide, the house style for documents sent both internally and externally is important for further cementing the brand, as well.
Tools like https://www.templafy.com/brand-management-software/ can help you set the style that you want and have team members quickly apply it across documents. As such, you can make sure that everyone is following the same standard and representing the company as professionally as they can.
Live up to your rep
Lastly, you have to ensure that you’re able to actually back up what your brand promises. When it comes to developing the reputation you want, not only does it mean fostering the kind of positive word of mouth that helps win customers.
It also means responding to those who have not had the most positive experience, taking their feedback, and learning from it where applicable. Ask your customers (or at least those are unsatisfied) what you failed to do in order to meet the brand promise.
Ensure that you’re following the tips above to keep your brand consistent and strong. If it doesn’t stand up to even light scrutiny, then your customers and employees alike are going to lose faith and trust in the business.