Consistency is vital to the success of marketing, and there are few better examples than the world’s number one soft drink brand. So what is it about a consistent approach to marketing that delivers so much value for your business?
Whatever size your business is, your brand is one of your most important assets because it is the personification of your business. It gives your organisation a look, a feel and a tone of voice that, in turn, create an impression in the mind of your target market. By using the same design and imagery wherever a customer is likely to come across your business, you ensure that they recognise your company every time they see you.
By seeing the same look over and over again, the visual elements of your marketing become ingrained in the minds of consumers, and they are more likely to remember your brand and recognise it when they come across it on different channels.
This recognition through the use of consistent marketing helps to make you more visible to your customers and can help to create customer loyalty. It also helps to build credibility and a trustworthy reputation. If customers have the same experience every time they come in contact with your brand, they are more likely to trust your business and invest in it.
Maintaining a uniform visual aesthetic is not the only important aspect of marketing consistency, voice and tone are just as valuable in creating trust and generating sales.
“Many factors contribute to a brand’s success, but perhaps one of the most valuable is content consistency. From social media and blogging to responding to customer reviews and replying to emails, your content needs to maintain a consistent voice, tone and style.” Forbes
To continue with the example we used at the start of this article, you never open a bottle of Coca-Cola and wonder what it will taste like this time – brand consistency ensures that it is always the same, no matter what country you are in.
Or if you were told that a restaurant had ‘wholesome values’ and then were snapped at by a waitress wearing something more appropriate for a nightclub than a family restaurant, the entire illusion of the brand would crumble for you. If instead someone dressed appropriately, approached you with politeness and courtesy, your confidence in the brand would grow. Marketing consistency has to continue through every aspect of a business to be effective.
It takes effort, but it’s worth it.
All aspects of your marketing will start working together so that your business becomes visible and recognisable, driving customers to respond positively to your brand.
Learn more about How LimeGreen Marketing can help you to be clear and consistent in your marketing here and if you’re interested in talking to our team contact us here or give us a call on 01600 891525.
Your brand is more than your logo or your name; it should be the whole experience that your customers and potential customers receive when they come in contact with your business. Your brand strategy is the definition of what your organisation stands for – its values, the promises you make to your customers, and the personality that you deliver your work with. Yes, it includes your colours, fonts and logo, but it also has something more than these aesthetic elements, it has your tone of voice, attitude and identity.
A successful brand strategy is the key to you being able to communicate more effectively with your customers and potential customers. It should direct all of your interactions with them, and shape how you are perceived in the marketplace. You should carry out a brand strategy as the very first stage in setting up your business – before you even come up with a company name as it can inform all of the decisions you make from day one. So what are the core elements of a successful brand strategy?
It is the crux of all marketing and sales techniques – it’s easier to hit a target if you know where it is! In order to build a brand strategy, you need to know who it is supposed to appeal to. You should know what your customer needs, and how you solve that problem.
There are many ways of defining your target customer. Some businesses like to focus on an area of interest, or a geographic location, whereas others define one or more very detailed customer avatars. If you are already trading, look back at your customers to date and use what you know about them to help inform your strategy going forward.
Who are your customers considering alongside you? Who are you being measured against? Once you know this you can look at how your competitors are positioning themselves in the marketplace and make decisions on where you measure against them. Will you stand out or blend in? What sets you apart? Remember, you don’t need to focus only on your local market, look at your national competitors to see how they are positioning themselves.
The final element is the biggest of all – who are you? In order to create a successful brand strategy, you need some self-awareness regarding your business and its products or services. This should include the absolute basic information about what your business does and how it does it, as well as more ‘intangible’ information, for instance, the emotional benefits that your business provides.
Brand Strategies tend to include your brand story, and positioning statements that will inform how your staff speak to your customers and how you interact with people on social media and other public forums. All of these things are developed through a combination of knowing and understanding your target customer, your competition, and your business. So start with the basics and it will grow from there.
If you’re interested in talking to our team about how we could help you create a winning brand strategy we’d love to hear from you. Contact us at email@example.com or give us a call on 01600 891525.