You have a good product, a great company name, and a decent looking logo. What else do you need? The answer: a strong branding strategy, brand awareness, and a consistent approach across your business. As consumers, we’re drawn to what we know and recognize, so you might have the best product in the world, but until your potential customers learn to trust and recognize your brand, it’ll be left to gather dust in your warehouse.
When you’re running a successful business, it’s easy to believe that your company will continue to grow naturally, year on year. However, much like a swan on the water, it takes a lot of furious underwater paddling to keep your company looking sleek, smooth, and successful above the rising tide. Working on your branding and keeping it consistent will ensure exponential growth and stronger brand awareness. So, what’s stopping you from building a recognizable brand? Here we’ll explore the most common brand consistency myths that need to be debunked!
Your employees are advocating your brand
Your employees, or more specifically your creative and marketing teams, are at the forefront of your brand. They’re in charge of developing and producing branded content that engages with your clients. Ultimately, this strengthens customer loyalty and builds trust. But, is everyone really on the same page? Failing to centralize your brand guidelines with your digital asset management (DAM) system creates grey areas and produces branding disasters company-wide. Dynamic web-based brand guides ensure that your employees don’t just have access to your digital assets and your branding standards, but how to use them effectively.
Whether your creative teams are in-house or remote-based, investing in web-based brand guides keeps everyone on the same page, even if they’re not in the same time zone. Producing on-brand collaborative work ensures consistency across your company and helps build trust with your clients.
Brand consistency is boring
It’s easy to think that a boringly consistent brand will turn off your clients, but that couldn’t be farther from the truth. Ask yourself how you feel about the likes of Apple, Coke, McDonald’s, and even Barbie. Do those brands scream mundane? Are their logos forgettable? No. This is because they’re the best at what they do – brand consistency.
Your logo is your brand
While it’s true that the aesthetic side of branding is important, and features such as logos, colors and typography are essential for brand recognition and awareness, they’re not the beating heart of your brand. They’re the identifiers of your company. Move away from this damaging approach and consider the idea that your brand isn’t just a color scheme, it’s a set of core values and action that ultimately, provide your customers with what they need. You’re providing an experience, not just a jazzy logo.
And finally, everyone makes mistakes!
We’ve all seen knock-off versions of our favorite brands and ultimately, we don’t trust them. So, the last thing you want is to have different versions of your logo or brand out there, causing confusion and skepticism with your target audience. Ensuring high-quality content that is on brand and in coherence with your brand guidelines is essential for building trust and brand awareness.