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Why is Brand Consistency So Important?
The brand represents the business in the sense that it’s how people identify with the company. While they may later put a face to a name on a business card, it all starts with branding. With an inconsistent brand message, people will likely become confused about it, its values, and where the customers come into the equation. For this article, we dig deeper into brand consistency and introduce instances where it’s so important to have it nailed down.
Brand Recognition by Staying On-Message
When the brand is consistently “on-message”, it’s readily apparent what the company behind it is aiming to do - whether that’s to deliver a certain kind of experience for people receiving services, to wow consumers with their products and product packaging, or to be honest and transparent in everything they do.
An inconsistent message confuses the marketplace. When this sows too many seeds of doubt, it can lead potential customers to dither when considering signing up or making a purchase for the first time.
Media Agencies Will Struggle Initially Because of a Lack of Brand Clarity
When the brand is inconsistent, then any media agency that is tasked with performing work on behalf of a client will struggle. Being outside the company, they will need to get up to speed on the brand, how it wishes to be perceived, and the ways this might need to be reflected in their project.
Clarity is Required to Get Best Results
For instance, a presentation design agency will require clarity to plan any project out correctly and deliver the right style to their client. Their presentation designers will struggle to create an attractive presentation that matches the brand’s style when the message is unclear.
Creating Useful PowerPoint Presentations is No Different
Any creative company, such as a PowerPoint company, is likely to deliver lacklustre results when there are clear branding issues. Presentation designers would need to dig deep to confirm what the brand stands for and has established as its core values. Doing this will help them to overcome any initial confusion with the pre-existing brand message. However, once they’re past this obstacle, a high-quality result can be produced on their client’s behalf.
Take for instance the presentation designers at Buffalo7. They have a wealth of experience in crafting impactful presentations for conferences and pitches to clarify investor information through an easily digestible format. A key part of their process is the design, which is why they are experts in the psychology behind it to ensure the right message gets across. As highlighted on their website, they follow brand guidelines along with any direction that can be given to help ensure the end presentation aligns.
Loyalty and Trust
People get behind brands that they wish to be loyal to and give their trust to. When a brand is all over the place in their responses and across different marketing platforms, trusting them becomes a risky affair. Getting new customers requires companies to have a trustworthy and consistent brand. Incomplete or varying marketing messages just don’t cut the mustard!
Ultimately, when the reaction to a brand is nonchalant rather than something immediately more positive, then there’s a problem. That’s certainly true if the person could be seen as someone within the target market for the brand and business. Also, people are more impatient and display less brand loyalty than ever before, especially at the younger end of the scale. So, companies of all sizes must be careful about what they put out into the world to guard their brand against harm.