Cookie Policy
We use cookies to ensure that we give you the best experience. By clicking the checkmark below, you consent to our website’s use of cookies. Learn more about our cookie policy & privacy policy.
People can recognize your brand and understand what you provide when your marketing activities convey a consistent message with a consistent voice, color palette, and visual style across all channels—online and offline. Brand consistency distinguishes you from the competition and encourages consumers to interact with you or purchase your products. A consistent brand message will go far toward connecting you with your target audience. Your marketing becomes more persuasive and believable when you regularly articulate your brand message, which leads to better business results. In this article, you will learn some tips to maintain the brand identity consistent across your marketing.
Set Brand Guidelines First
Establishing defined guidelines and standards for your visual and written communications is the first step toward creating brand consistency. This forethought will aid you in staying focused when you launch new campaigns. Conversations about crucial aspects will ensure that you execute on your brand promise consistently and that your marketing is memorable. Your brand guidelines will be built on the foundation of your agreement on these details:
- Voice and tonality: Consider what your brand’ personality would be like if it were a person.
- Color scheme: To keep your visual assets consistent but not repetitive, choose a primary color and 3 or 4 complementary tones for a secondary palette.
- Logo: Set guidelines for how your logo should appear in various formats.
- Fonts: Brands usually have a primary font and a secondary typeface that are used for titles, paragraph content, and captions, respectively.
- Frequency: Consider how frequently you send emails, post on social media, send direct mail, or carry out any other component of your multichannel strategy.
Make a List of All Your Marketing Materials
It is easier to keep your brand consistent across all platforms if all of your assets are available to everyone who wants them. Your company’s visual assets can all be stored in one place using an asset management solution. This means that they can be viewed or accessed by all team members, partners, and stakeholders from anywhere. An asset management platform guarantees that everyone is using the correct assets for each campaign. This relaxes teams, streamlines the design process, and facilitates collaboration.
In a variety of ways, asset management solutions assist keep things organized and maintain a consistent message across platforms:
- Teams generating offline advertising and promotions may quickly coordinate with web-based campaigns when all assets are in one location.
- When everyone in a team has access to what they need to finish their work, there will be fewer bottlenecks and more sense of independence.
- When everyone can easily refer to other works in progress, it is easier to collaborate. Access to design work and assets for stakeholders guarantees that no one is left out of key choices
Make Use of a Marketing Calendar to Help You Plan ahead
Even if numerous initiatives are running at the same time, using planning tools may keep everyone on your team in sync. While planning a marketing or promotion program takes some time, it will increase your chances of success and save you time in the long run. If you plan ahead of time, you’ll have plenty of time to fine-tune your messaging for consistency. A marketing calendar can help you stay on top of all of your team’s campaigns and promotions. You’ll be able to do things like:
- Organize campaigns across multiple platforms. You can see everything in one place with a marketing calendar, so you know how everything works together to ensure a consistent message.
- Weeks in advance, plan email blasts and social media adverts. You'll have more flexibility to make modifications and tweak the timing of promotions if you prepare beforehand.
- Examine prior campaign results to inform future efforts, searching for ways to increase message consistency.
Repurpose Existing Content
With little work on your part, repurposing material can help you reach a new audience and reinforce your message. A new style or layout can readily freshen timeless material that may be of tremendous value to an audience that has not seen it before. Repurposing helps provide your marketing continuity while keeping it new because people typically need to hear information numerous times to understand them.
Existing content can be repurposed to produce something new in a variety of ways:
- An infographic can be made using data from a survey report.
- Interesting sound snippets from webinars can be converted into 1- or 2-minute social media video.
- An evergreen "how to" article can be refreshed with new examples and a new headline.
- An e-book might be created from blog entries emphasizing client success stories.
Creative Assistant, Mail-chimp’s new design tool, makes it simple to adapt your existing brand assets across all of your marketing platforms.
Final Words
Maintaining your brand’s messaging and image is a continuous process. Any modifications to your brand must follow your established messaging in order for it to continue to resonate with your target audience. Brand consistency is an expression pattern that influences how people think about your company. It becomes easier to make a few mistakes when developing brand identification as our ability to create and transmit marketing communications improves. Make sure to set brand guidelines first , make a list of all your marketing materials, make use of a marketing calendar to help you plan ahead and repurpose existing content to maintain your brand identity consistency across your marketing efforts.