A brand is more than a logo and the products or services it represents, it’s the promise you make to your audience. It’s a promise that you will deliver quality products and services, and it’s what sets you apart from your competition. Throughout your marketing efforts, branding is how your audience identifies with you and it’s often the reason for using your product.
Just as consistency is key in many aspects of life, this is no different in the world of branding. Brand consistency is critical and provides the basis of how you deliver your brand’s message. Brand consistency means staying consistent across all platforms with voice and message, as well as packaging and logos.
Establishing a consistent voice from the beginning is an important aspect of brand consistency, especially in the age of digital media. In addition to traditional marketing efforts, digital media is one of the most lucrative and critical means of marketing, which is why deciding on a voice has never been more important. Your brand’s voice is going to help deliver your message and without a clear understanding of what that is, the execution of actually delivering your message will be extremely difficult.
Your brand’s message is about more than your products and services, it’s how your target audience is going to identify with you. And while it can be delivered a number of ways, this message must remain consistent from platform to platform.
Take some of the most popular brands in the world, including Apple, Google and Coca-Cola. Look at their messages and what they stand for. What sets them apart from the rest? How do they stay consistent? Is it through their overall message and how it’s delivered? Are their packaging and logos easily identifiable? Are they consistent across social media, from profile pictures to the tone of their posts?
The most popular and (generally speaking) most successful brands in the world not only stay consistent with their brand message, but they deliver on their message. They don’t fall short on their promise as a brand. More than making money, successful brands deliver, and that starts with having brand consistency across all mediums, platforms, products and services.