Why brand continuity is everything.
First impressions count, but showing up consistently in a unique and defined way is what makes you memorable. Let’s dive into the basics of what branding is, why it’s so important to have a clear style and some actionable steps to help you get there.
Understanding what a brand is.
A brand is so much more than just a logo or visual identity. It’s the values, personality and unique proposition that a business presents to the world. A brand is the total experience that customers come to expect from a company, influenced by visual, emotional and cultural cues. It helps you customers understand what they will receive from you, both tangibly and intangibly.
What is brand continuity?
Brand continuity refers to the consistent portrayal of a brand’s identity across all platforms and touchpoints, including online materials, print media, product packaging and in-person experiences.
This goes beyond just using the same colour and typeface; it involves a coherent strategy that ensures all messaging reinforces the brand’s core values and promises. Consistency in branding helps in building recognition and trust among consumers, which are critical components for long-term business success.
Did you know?
Ad psychology 101: a consumer needs to see your brand's logo, image, or ad around 5-7 times to really get it stuck in their memory. That’s why hammering in your brand’s look and feel is crucial.
Role of brand continuity in business success
For every business, and chain operations in particular like retail outlets, brand continuity is crucial. These business must ensure that whether a customer visits a store in one city or another, the brand experience remains consistent. This uniformity in the brand experience reinforces the brand image and helps in building customer loyalty.
Case in point: Starbucks. Whether you walk into a Starbucks in Sydney or San Francisco, the logo, interior decor, employee attire and even the menu design maintain a high level of consistency. This global consistency reinforces a reliable, predictable experience for customers, which in turn supports customer loyalty and satisfaction.
Starbucks brand guidelines execution examples sourced from Starbucks
Steps to maintain brand continuity
Develop a comprehensive brand guide: Create detailed guidelines that cover all aspects of your brand, including logo usage, brand colours, typefaces, tone of voice and the overall aesthetic. This document should serve as the bible for how your brand is presented to the world.
Train your team thoroughly: Ensure that everyone in the organisation understands the brand guidelines and their importance. Regular training sessions can help maintain focus and adherence to these guidelines.
Audit your brand regularly: Conduct regular reviews of your brand’s representation across all channels to ensure consistency. This includes digital platforms, marketing materials and physical locations.
Leverage technology effectively: Use digital asset management tools to centralise and manage your branding materials. This ensures that everyone uses the most up-to-date and approved assets.
Embrace feedback and adapt: Be open to feedback from your customers and employees. If certain aspects of your brand are not resonating as expected, be prepared to make adjustments while still maintaining the core aspects of your brand identity.
Keeping your brand consistent is not just about maintaining a uniform appearance; it’s about building a trusted relationship with your customers and stakeholders. By ensuring that every aspect of a brand’s presentation is aligned and consistent, businesses can enhance their market presence, increase customer loyalty and drive profitability.
Remember, a strong brand is a consistently presented brand, and a consistently presented brand is often a successful one.
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