When we talk about branding, there is nothing more important than consistency. This means carrying one clear message through all channels; both online and offline.
If you want to be memorable and easily recognizable then keeping with your message is vital. Deciding on your brands message is probably one the most important decisions you will make in your business. Whilst different products will come and go as your business grows, it is your brand that will remain constant. A strong brand sells itself- it sells quality, it sells value, it sells reputation. This in turn will differentiate you in the market place.
So what should you consider when creating your brand image? Why not start at the beginning? Think about why you first created your company, what was it your wanted to offer the world? What are your company values, goals and vision? What words would you like your brand to be associated with?
At this point we should probably mention that strong branding is not something that can be achieved overnight. However, once you have decided on your brands message it is vital you stick with it.
Let’s move on to specifics of your brand identity… every time you are selling your brand you need to be using the exact colours of your logo, sticking with the same words in your slogan and keeping within your brand message’s theme. We cannot stress this enough! You do not want to confuse your brand’s identity by making the mistake of using different shades on your logo, changing the words on your slogan etc etc…you get it right? It may sound simple enough, but you would be surprised how many businesses make this simple mistake. You may need a style guide to help you achieve this.
If you think about the most successful brands within a product category, what have they done right? They have created one consistent and persuasive message and stuck with it! Lets think about Coca-Cola: Happiness, McDonalds: I’m lovin’ it, Nike: Just Do It. With so many marketing mediums today, it is extremely important that you do not send mixed messages and confuse your customers about your brand. So overall don’t feel limited by your message- let it be your source for constant inspiration and growth.
We hope these tips help you when creating and growing your brand!