Your branding, or your brand identity, can be explained by how your customers perceive you. It’s a story that your business tells its audience.
Think of your brand as a person and your customers as your brand’s friends. Naturally, your friends will like you if you are friendly, responsive, consistent and provide them with positive experiences.
The same goes for your brand. Your customers want to connect with your brand, have things in common, be able to rely on it and have their lives enriched by it in one way or another.
Are you picking up on the common theme here? That’s right, it is consistency.
Where do I begin?
Think about everything that makes up your brand – business name, logo, font and colours, its message and voice. Your branding really extends to the experiences you provide as well; customer service, the feel and atmosphere of your business, décor and so on.
You need to make sure that these are also kept consistent and deliver on your brand message. But for now, we will focus on the visual aspects of your branding online.
Why do I need to keep my branding consistent?
Let’s get some visual aid here. The image below shows us an example of some really inconsistent branding.
What does it make you feel? Trust? Happiness? Would you rely on this business? Spend your hard earned dollars there? Probably not. This is why you must keep your branding consistent.
Customers won’t trust your business if its branding is all over the place. They won’t connect with your brand or want to spend their paychecks at your business. Do you know what your branding looks like online? Does it have any resemblance to the above?
How do I keep my branding consistent?
Make sure your branding tells a story about your business; that it gives an insight of what it’s about and is engaging for your customers.