Follow these steps to get your branding identity back on track to sending a clear and distinct message.
It's easy to understand how a company could get a little lost trying to maintain a consistent brand identity with so much stuff flowing through it, from ad campaigns and branded marketing materials to digital media content and social media updates.
It might be challenging to keep everything in line when multiple employees are developing numerous branded items. It's simple for large enterprises and small businesses to get off track, often without even recognizing it.
Although the lack of consistency may not be apparent at first, failure to define and adhere to a consistent brand identity might have a detrimental influence in the long run. Customers, clients, staff, and even the leadership team can become confused if the brand becomes disconnected, unreliable, and divided.
So, if you're starting to lose your brand's identity across your organization, follow these steps to get back on track.
1. Recognize the importance of a consistent brand.
When you don't know why you're doing something, it's difficult to put it into action. So, first and foremost, you must comprehend why consistent branding is so important. Train your employees to understand the need of consistent brand positioning as well.
It's important to have a consistent brand since it conveys professionalism.
Professionalism is projected. A well-coordinated brand appears more professional than one whose marketing and branding are disjointed.
It establishes credibility. When you stick to your core identity, it demonstrates that it is a part of who you are, not just a marketing or promotional tool.
It clarifies things. Customers and clients will be clearer about who your company is and what you stand for if you take a consistent stance.
It helps to establish trust. Customers and clients are more likely to trust a company with a professional, authentic, and well-defined brand image.
Provides internal guidance. Employees and senior teams can stay connected with fundamental values and positioning if brand identity is clear.
It is simple to use. Because you have an existing outline to assist you, it's easier to make marketing and branding decisions when you have a defined brand image.
A company's logo isn't the only thing that defines a brand. It's about who they are and why they're in business, so make sure their principles and guidelines are documented.
2. Put together a brand guide.
You'll see why a brand guide is such an important business document once you comprehend the importance of a consistent brand. Every company, big or little, should have a comprehensive brand guide that includes sections on:
Brand mission
Distinguishing features and value propositions
Voice and tone
Logo usage
Brand colors
Fonts and typography
Formatted media
Graphic styles
Photography style
3. Make the brand guide available to everyone.
Branding may appear to be a topic relegated for marketing and design departments, but it should be integrated throughout an entire firm.
Because the brand guide defines not only how the firm is presented, but also what it stands for, it should be accessible to all departments, including:
Sales teams: so that they can effectively communicate the brand's values to customers and clients.
Product development: they understand how to create items and packaging that are consistent with the brand's aesthetic.
Third-party consultants and freelancers: so that they may quickly learn how to mimic the brand's distinct voice and tone.
Before developing a relationship, potential partners should be able to identify an organization's essential beliefs.
A brand guide is a beneficial resource for all levels of an organization, as well as some people who aren't affiliated with the company.
4. Conduct an audit of current branded materials and make any necessary updates.
Put your brand standards to action once you've established clear and consistent principles. All of your previous branded materials should be audited and updated to verify that they are consistent with the new brand guide.
Update the obvious marketing resources such as:
Webpages
Social media profiles
Social media posts
Brochures
Business cards
Signage
Presentations slides
Videos
Store decor, on-hold message, packaging and labelling, personnel attire, and overhead music are all examples of subtle features of your business that convey your brand.
Remember that building a brand is more than just putting your logo in the correct spot. It's all about the customer's overall experience. At every customer-facing touchpoint within your company, your brand should be portrayed consistently.
5. Make a long-term strategy.
Your task isn't done once you've completed steps one through four. If you don't complete this final phase, you'll find yourself right back where you started, steadily drifting away from your core brand identity.
Without a strategy for maintaining consistency in the future, you risk reverting to your previous habits and losing your identity. As a result, make a plan for the future.
Your brand plan should be updated once a year. It's crucial to maintain a consistent brand, but that doesn't mean you shouldn't change over time. As your company develops and grows, set aside time to analyze and update your brand strategy.
Your design elements should be updated once a year. Styles and trends change throughout time, therefore branded aspects must as well.
Schedule a content audit every two years. Verify that the creative and design divisions are adhering to the established parameters.
Customers, clients, employees, potential partners, and executive teams will benefit from checking in and verifying that you are aligned with your brand guide. So don't put off taking these five easy steps.
Developing and sticking to a brand strategy will help your company stand out, gain trust, and provide a memorable experience for everyone who interacts with it.