Tuesday, October 15, 2013

Brand Consistency

According to the American Marketing Association Dictionary
A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.
Branding gives customers a visual acknowledgement that they are working with the company they want and not a company that has a similar name or product. There are many companies in existence who's names are similar and, particularly if you will be operating online, you will need to make sure that your customers end up at your company site and not a competitors, or worse a site that has nothing to do with the product the customer is looking for.

Your brand is what gives your company it's identity. It's the visual cue that will interest potential customers and, provided that you have good customer service, and will make previous customers want to come back. As you branch out into social media outlets you will want to ensure that customers can trust your brand by providing them with visual reassurance that they are on your Facebook Page, Twitter, or Pinterest.

Having a consistent look and feel to your social media is very important for customer trust. Social Media Today recently reported that
If your branding isn't consistent it is harder for people to verify the authenticity of your communications, making them less likely to convert as a direct result.  Lack of visual consistency also looks careless and unprofessional which will have a negative impact on customers perception of your brand."
When thinking about your brand you need to consider several things. Consider your Target Market and Business Plan. These will help you to determine things like style and colors. Remember that you are creating something to entice your clients so you want something that will be appealing to them.

You will also want to consider which social media sites you want to focus on and customize your branding for each site. This will take time but it will allow you the ability to get the most out of each site instead of it just looking like you cut and pasted your logo on everything.

Your brand is what you make of it. Customers will associate it with not only your product but also your customer service and any other public event your company participates in. Keep that in mind when dealing with a difficult client, because once your brand has an association it can be very hard to change it.