It’s fairly quick and easy to create blog posts, ebooks and other such content assets in the digital age. With more WYSIWYG editors, it’s becoming easier and easier to build your own website as well. An idea can go from concept to completed so quickly that it doesn’t get thoroughly vetted for brand consistency. And with an internet connection and standard business software, almost any employee has the opportunity to create content that contains their version of the brand look or message.
Brand consistency is setting the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding will be — whether via words by tones of voice, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.
Don’t leave your brand open to a variety of interpretations and customizations. Your brand should build awareness and develop trust and loyalty with customers. A constantly changing brand personality just doesn’t do the job. That’s why it’s so important to develop standards for brand consistency, on and offline. Every interaction customers have with your brand should embody the brand promises and values dependably and understandably.
Most large corporations (and some small to midsize businesses, too) create brand style and usage guidelines to ensure all messaging and brand asset use is on-point and consistent. These guides not only help the marketing department, but they also serve as guides to other employees and departments.
Now, your business may not be the size of Adobe or have the reach of Microsoft. Maybe you’re in the process of establishing your personal brand as a freelancer. Style guides may seem overwhelming, but you don’t necessarily have to be as exhaustive with your brand guidelines. However, you should take the time to establish a foundation that guides your messaging, and you should ensure that it aligns with your business goals and the needs of your target personas.
Brand consistency isn’t just a customer-facing imperative. After you’ve taken time to cultivate a brand voice that will resonate with customers, the brand experience delivery has to match — that requires employee participation. Slapping your logo with a list of brand values on some posters throughout the workplace is not enough. You should attempt to get a marketing leader involved with any existing corporate culture-building initiatives. If there is no formal corporate culture program, you can partner with HR to get executive buy-in for establishing a brand-centric corporate culture initiative.