316-223-1921

5 Places Your Brand Identity Should be Consistent

January 11, 2022

Your brand identity is the image your company portrays to the world at large, to your customers and prospects. When people look at your online presence, they should know what you do and that you bring value to the market. When you meet someone at a networking event, your business card should have the same colors and font as the brochure you hand them with the card. When someone walks in your front door, they should know instantly that they are in the right place.

A strong brand identity isn't just for big companies. Small businesses need it as well if they plan to grow and compete in an ever changing business environment. Your brand identity should be appealing to your target market and should be consistent in every printed piece you produce, across every online platform, and in every other way that you interact with the world.

Creating a Brand Standard for your business is easy and inexpensive. If you don't already have one, get one. Then share it with anyone and everyone who works on your company marketing to make sure that they are consistently working within the standards that you have set for your company.

Consistency is important because it brings name recognition. If people see your logo and/or your brand colors online, they will recognize your snail mail brochure when it arrives, and vice versa. When people recognize your identity, your name is always brought to mind, which is helpful when they receive your email or see your social media posts.

Let’s take a look at the five most important places to create consistency in your brand identity:

Your Website

Very often your company website is the first interaction a potential client will have with your business. Make it a good one because people will likely make a 10-second decision whether or not to explore further than your home page. Needless to say, your identity should be strongly represented on that home page so your potential clients will explore further or contact you.

On your website, your brand colors, fonts, logo, and images are vitally important and should reflect your brand identity. If your message is serious and you handle tough problems, using whimsical fonts and cutesy graphics doesn’t meld with the serious issues your company handles. The opposite is also true; if your identity and mission are more light-hearted, using deep, dark colors and traditional fonts might turn people away after they make a quick judgment call.

Your Social Media Platforms

Not everyone in your target audience will use the same social media platform and those reasons vary widely, so it is important for you to post across multiple platforms to reach more of your audience. However, if your name, colors, and logo are different on all these platforms, when someone jumps from Facebook to Twitter, they may not think yours is the same company because the profiles look different. Or if they receive a piece of mail that looks different than the social media profile, they may also be suspicious. Consistency brings recognition and also helps to build trust between you and your clients.

All Company Communications

Letterhead, envelopes, invoices, business cards, and other printed marketing pieces should all have the same colors, fonts, and logo as your website and your social media platforms. Just one more way to show your professionalism and attention to detail - your clients will certainly notice.

Your Email Marketing Campaigns

Contrary to popular belief, email marketing is still one of the best ways to keep in touch with clients and to keep your company name in their memory. The key is to be relevant with your messages and offer valuable and engaging content. On top of these, create a template (or templates) that incorporates your brand colors, fonts, and logo. Don’t miss a chance to build that trust between you and your audience.

Your Office / Retail Environment

If you have a retail store or a an office where customers come to you, carry your brand identity throughout the spaces that customers interact in. Think about wall color, having your logo as a piece of wall art, the color of upholstery on the furniture, rugs, etc. to carry your brand identity into every aspect of your customer relationships.

Take a little time to look at these five areas in your business and make note of how and where you can improve your brand consistency. It doesn't have to cost a lot of money to get your brand into shape. Incorporate changes slowly if you need to, such as updating your business cards and other printed materials the next time you need to order. As long as you are working toward the end goal of a strong, consistent brand you ARE taking your business to the next level.

To your success ~

Laura

Some of the links in this publication are Affiliate Links, meaning that – at no additional cost to you – Next Level Advertising may earn a commission if you click through and make a purchase.  Please know that when you see an Affiliate link from NLA it is for a product or service that we use ourselves or that we have thoroughly researched and reviewed!

Laura Olson-Oxley is an entrepreneur, coach, speaker, marketing and business consultant, and sales professional. She has over 25 years of experience working with small businesses in a variety of industries, focusing on strategic business growth through effective marketing and advertising. Also a strategist, numbers nut, project manager, and life-long learner, Laura looks at the big picture to analyze and recommend the most effective tools to take businesses to the Next Level.

Join My Group:

Read More Blog Posts

5 Places Your Brand Identity Should be Consistent

A strong brand identity isn't just for big companies. Small businesses need it as well if they plan to grow and compete in an ever changing business environment. Keep your brand consistent in these 5 areas to build strong relationships with customers and prospects.

Read More
What Exactly Is A Brand?

When you have distinguished your business through branding, your marketing efforts will bring increased return on investment - more leads, more conversations, more sales. Developing your brand takes time and effort, but it is critical to your long term success.

Read More
You Have To Know Where You're At Right Now To Figure Out Where You're Going

Business planning for future success is all about data. You can work most efficiently and spend your time and money most effectively if you know exactly where you are starting from. By recording data, you can start to see what’s working, what isn’t, and what trends are starting to play out. And it all starts with recording where you’re at right now.

Read More
Why Planning Is The Secret To Success For The Coming Year

Effective planning is they key to success for marketing your small business. It is the bridge to where you are and where you want to be. Here are some reasons why you should make planning a priority.

Read More
Choosing an Email Service Provider: You’re Asking the Wrong Question

Choosing an Email Service Provider is a critical decision in starting an email marketing program for your small business. Ask yourself these questions before making a decision.

Read More
5 Tips For Crafting Compelling Subject Lines

The first thing you need to get right when it comes to email marketing is the subject line. If you can’t get your subscribers to open your emails, it really doesn’t matter how good the actual email is. Here are 5 tips to get you started.

Read More
Why Is the Money in the List?

Research shows that businesses typically see $42 in profit for every $1 spent on emails. This means that a mailing list is one of the most profitable business assets that you can develop.

Read More
Making the Case for Email Marketing

It's no secret that I'm a big fan of email marketing. There is so much that you can do with emails that you simply cannot do with other forms of marketing or advertising. It is the perfect way to deliver the right message, to the right people, at the right time. There is no better […]

Read More
8 Effective Ways to Market Your Small Business Online Without Spending Money

As we all know, marketing our business to potential customers is a necessary part of having a successful business. Marketing for small businesses can be especially tricky as budgets often do not allow for large scale and more expensive strategies. The issue with traditional advertising, such as newspaper, radio, and television ads, is that they […]

Read More
How to Boost Your Marketing with Customer Recommendations

Use these strategies to build an online community of advocates for your brand who will sing your praises to others and multiply your marketing efforts.

Read More
1 2 3 4

Proud Member of:

linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram