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Why Branding is Vital for your Business


Business owners often get caught up on what they believe are the most important parts of a brand.

They obsess over the aesthetic components like the fonts, colours, logo, and name but miss the fact that there is a lot more to it than the visual assets.

How customers perceive your brand — will ensure brand consistency even if you choose to change your colours or logo down the road. Brand consistency can be challenging, but it’s important to focus on it from the start, or you would need to start over from scratch and lose the momentum you’ve gained in the meantime. To create brand consistency, you need to determine what matters to your business and the feelings you want to invoke in your customers. Find a few key emotional elements to establish as the base of your brand, then build off of them over time.

Benefits of a Consistent Brand

A large part of marketing is about building a brand that everyone can recognise, but why does brand consistency matter so much? Below are some of the top benefits of having a consistent brand.

Customers Recognise Your Brand

Ultimately, you want your customers to see one of your ads and immediately know it’s from your business, even if your logo or business name is nowhere to be found.

Customers Trust Your Brand

When it comes to brand consistency, predictability is critical.

Customers Feel Connected to Your Brand

When consumers start to recognise your brand and anticipate the actions your brand will take, they can start connecting with your brand on an emotional level. This can lead to them feeling like they know your business.

Tips for Creating a Consistent Brand

This may be straightforward for some, but it can be difficult to put into practice. A lack of consistency means that every consumer will have a different perception of your brand. People form opinions about brands every time they interact with them. If your brand messaging is inconsistent, your business will seem inauthentic.

Below are some tips to keep in mind when establishing a consistent brand.

Don’t Stress About Visual Assets

It’s normal for us to focus on a brand’s visual assets. They are tangible, and they are easy to create. But, the emotional elements of your brand, including your brand’s voice and personality, can define far more about your brand.

Choose Values That Are Important to You

It will be harder to sell someone on your brand if you don’t stand for the values the business is promoting. Look at the strengths within your business and build off of them. Focus on the core message of your brand and the promises you are making to consumers. Those are what will guide your brand.

Establish Brand Guidelines

Use a brand style guide or branding deck to define who you are and what your business stands for. This is a good time to list the mission, vision and values of your business, as well as your target audience and brand voice. You should also include visual elements, including your brand’s logo, colors, and fonts.

Create and Share Content that suits Your Brand

Use social media platforms to establish brand consistency. All of the videos, images and words you post or share should fit your brand voice. With social media, you can interact with your audience and tell your own story. Be strategic about how you come across on all social media platforms.

We hope these tips serve as a starting point for you when starting out and during your branding exercise! If you need assistance with your branding for your business, get in touch with us here.

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