The fastest way to sabotage your brand’s credibility is to be inconsistent in the way it is presented visually. If you are going back and forth between how your brand is presented, you’re hurting your business.
When you are branding your business you need to go further than just making a logo. There is a big difference between creating a visual identity and creating a brand. Your brand includes your visual identity and all of the non-visual aspects as well such as your vision, values, personality, and more. There is such an incredible importance of brand consistency, and to build a strong brand you need to be consistent in everything that you do. Below are 3 reasons why brand consistency matters, and we will prove it.
Here are 3 reasons why brand consistency matters:
1. It Builds Awareness
Your visual identity plays a big role in building awareness for your business. This includes your logo design, typography, photos, and anything else visual that is associated with your brand. Consistency is important with your visual identity because it gives your target audience a visual reference whenever they experience your brand. In other words, brand consistency builds awareness. The goal is that the moment a person sees your brand they instantly remember who you are and what you’re about. The more consistent you can be the easier it will be for people to recognize your business when they see it.
2. It Builds Trust
While it may not seem like a big deal, inconsistency in your branding is one of the fastest ways that you can break trust with your buyer personas. For example, if someone was referred to your business because your business has the top of the line technology in your industry, but when they go to your website its outdated and has your old logo on it, you will lose the trust of that person. Consistency in your branding on all of your marketing materials will build trust with your buyer personas and give them confidence that you can follow through on your promises.
3. It Builds Authority
When people become familiar with your brand, you then have the opportunity to build authority and become the expert in your industry. Consistency is essential for building your authority and helping people to become familiar with your brand. This is why it is important for businesses to develop a brand story, so that once they get the attention of their buyer personas, they can communicate a clear message and tell the story of your brand in a powerful way.
Your branding has a great emotional impact on consumer purchasing decisions and is often the reason why people decide to buy something. Brand consistency will help you to develop positive emotions to your brand and communicate your story, your values, and your vision.