Brand consistency

One of the most important aspects of a good strong brand is consistency

A professionally developed brand that is consistently applied across all areas of your business does two important things. The first is that it helps make your products or service more easily recognisable by your target market. The second is that it helps to convey a sense of trust and confidence in your products or services.

We come across many businesses who have invested a lot of money into brand and marketing material such as logos, business cards, building signage, vehicle signage, websites and newspaper advertisements, with every single element produced by a different service provider and therefore having a different look and feel to the other elements. They might get their logo designed by one person then take their logo to a printer to get a business card, then take their business card to a signwriter to design the building signage, get the newspapers and yellow pages to make up their advertisements because it is free and the friend down the road to knock up a website because it is cheap.

The whole is greater than the sum of the parts

I am sure you have heard of the term ‘the whole is greater than the sum of the parts’. Your brand and marketing material are the perfect example of this concept. Marketing is not about each individual action you take to promote your products, it is about the power of the combination of all your brand and marketing material working together.

A person may see an advert in the paper that you ran, then a few weeks/months later see your sign-written car zooming by (within the speed limit!) and another month or so later decide they need your services. They may have even forgotten all about you as they only briefly noticed your advert and you were in a bit of a hurry when you drove past so they didn’t get a good look at your vehicle signage – they just noticed it out of the corner of their eye. They flick through the yellow pages looking for someone to help them out and spot your advert so decide to call you instead of the 30 or so other businesses that they have never seen before. Of course this will only work if all your marketing material is consistently applied across all areas of your business.

Make it easy for your business to be the first business your target market thinks of when they need your products or services

It is imperative that you make it as easy as possible for people to recognise your business and remember your business. Repetition and consistency is the key. It is all about making it as easy as possible for your target market to find you and make you their first choice.