How To Improve Your Brand Consistency

A brand reflects the values and images of an organisation and plays an important role in customer engagement.

Published on 18 July, 2016 | Last modified on 2 June, 2022

A brand reflects the values and images of an organisation and plays an important role in customer engagement.

A brand reflects the values of your organisation featured
A brand reflects the values and images of any organisation and plays an important role in customer engagement. Branding such as logos, colour schemes and tone of voice need to be consistent as
brand consistency can impact a company’s value, customer relationships, and ultimately revenue. Therefore, maintaining brand consistency across different markets is a significant task.

Imagine you meet a potential business partner and the first time you interacted with him he showed up in a tailored suit and was very articulate. You had nothing but good things to say about him after this meeting. However, the next time you met for a meeting in the same environment he was in jeans and a t-shirt, all the while talking to you in slang.

These are two very different images. Naturally, you would become skeptical of this person and approach any future projects with this person with a cautionary note.

The same logic applies to your brand and its effect on consumers. Consistency is crucial in building trust, loyalty, and ultimately business. Econsultancy says that inconsistent brand messages can lead to consumer confusion and less return on investment in your brand communication.

Erosion over time

While the value of consistency can be obvious, the “symptoms” of inconsistent branding can be harder to spot. Businesses and brands develop over time and sales and marketing strategies become more complex, for example, if you want to expand into a new market.
That’s why: be aware of what exactly is wrong.

” Brand consistency can impact a company’s value.”

In most cases this is a combination of staff not being trained with brand consistency in mind and the business-wide effects this can have. Once you have discovered what is going wrong, you can start to fix it.

Brand consistency helps solidify the relationship between a business and its customers.

How to Build Brand Consistency

To avoid brand inconsistencies, it is important to create and use a range of standards surrounding consistent messaging. Let’s take a look at some best practices for building brand consistency:

Create a Brand Guide: As a crucial part of your organisation, brand consistency deserves an official guide for protocols and best practices. Your brand guidelines contain all the necessary elements to ensure your branding is consistent across different locations and markets.
Things like font choices, official logo documents and tone of voice should all be included in this document. By creating official guidelines, you ensure that all employees have a reference point for the right messaging, colour, design, and other branded material.
When creating a guideline, you should also make sure that this document is available to everyone, ideally as a hard copy and as a digital version. This way you can easily update the guidelines and just notify everyone of updates to avoid future inconsistencies.

Internal Communication: Company-wide communication is a second crucial element when it comes to securing brand consistency. From distributing the brand guide to informing everyone of updates, without clear and continual communication there is ample room for error.

Internal disconnect is common when it comes to brand consistency. There should be complete continuity between departments so that every department uses consistent messaging.
To achieve better collaboration and communication between departments you can use meetings, email campaigns or in-house social media. This gives every department the chance to exchange ideas and feedback, and still stay on brand.

Your brand is only as effective as the audiences it reaches. For global brands this can present a problem. Brand distribution can be costly and logistics complex when it comes to delivering print materials to cities in the UK and even countries around the world. You expect that the colour of your logo on a company brochure in London looks exactly the same as the logo on the presentation in your headquarters in Japan.
Mimeo prints and distributes all your documents in the UK and worldwide.

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