Your brand strategy should not only highlight your company’s identity today, but how you plan to evolve in the future in the pursuit of your unique vision. Of course, just because your brand shouldn’t remain static, doesn’t mean that it should be constantly changing either. After all, the more your identity changes, the more confused your customers will become.
Today’s customers like to think as brands as people, or groups that they can establish an emotional connection with. If you are inconsistent you will create an uneven personality. When a business delivers the same branding from one touchpoint to the next, that entity starts to feel like a “friend” that your customer trusts and understands. On the other hand, when your logo, colour scheme, voice, and typography differ across platforms, this undermines your credibility. Ultimately, your brand equity begins to disappear. It takes a careful strategy and a strong portfolio to ensure that you don’t fall victim to the dangers of inconsistent branding.
Of all the dangers associated with inconsistent branding, the most obvious problem is confusion. If your customers aren’t sure what you do and what you stand for, how can they decide if you’re the right solution to their problems? Most of the customer say that shared values are their primary reason to develop a relationship with a brand. If your values keep changing, your customers will struggle to trust you. The impression you make on your customers with your branding, marketing materials, and website ultimately influences the strength of your business. That’s why even the smallest brand consistency mistake can lead to serious headaches.it’s more common to make mistakes with your image when you’re just getting started, anyone can fall victim to the dangers of inconsistent branding. Brands naturally evolve with time. Changing customer preferences, new trends in the marketplace, and even mergers or acquisitions can have an impact on the way your business grows. However, staying up-to-date doesn’t have to mean losing your brand identity. If you’re thinking of rebranding, or you want to refresh your design, use the trends for inspiration, but don’t follow them too closely. Stick to what makes your company unique. In the branding world, less can often be more. While it’s tempting to spread your logo and name as far as the eye can see, you need a more refined approach if you want to avoid inconsistent branding. Whenever you connect your company to something, make sure that it links back to your identity and brand promises. The only way to develop a powerful and consistence voice for your company, is to know who you’re talking to. The more you drill down into who your customers are, what their likes and dislikes are, and what they want from you, the more you can develop an in-depth personality for your brand. This personality gives you an image that you can convey in all your marketing and branding materials. Brand consistency begins with coordinating your assets across every space where your company has a footprint. That includes your website, your offline locations, your social media accounts and more. As your business begins to grow, the chances of inconsistent branding will grow with it. It’s easy to get pulled away from your initial brand identity when you’re trying to develop a stronger, more profitable company. A good way to make sure that you don’t lose track of where you come from, is to get clear about your mission and vision.
A great brand can’t exist without consistency. A strong collection of values, design patterns, and marketing messages is how you give your business a concrete identity. It’s how you go from being just another company, to the entity your audience has been looking for.