If you think about some of the biggest brands out there, you’ll realise that they are all easily recognisable. In other words, if you see a TV ad, you’ll probably be able to tell which brand it’s for long before you see the logo or any other telltale sign.
The secret behind this fact is called brand consistency, and it is the key to ensuring your company lasts for years to come and attracts customers all the while. Stay tuned to find out more about this marketing concept, including how you can make it work for your own business.
Explaining Brand Consistency
To explain brand consistency in all its complexity, we will take the example of Tesco, one of the most popular retail chains in Britain. If you think about their TV or internet ads, you will notice a few similarities.
For one, each ad features a family (or several) in different domestic situations. These situations often involve drinking, eating, or any other everyday activities. Each shot in the ads looks quite cosy and natural, and it is supposed to evoke feelings of warmth and joy in viewers. All the while, there is a regionally accented voiceover offering some wise but witty commentary.
All of these traits — a focus on family, regionality, hominess, and finding joy in the little things — have become something that customers easily recognise Tesco by. Now, every time someone mentions the brand, people will immediately have a clear image of the brand and its values.
In other words, Tesco has managed to create a consistent brand image that people associate with it. Thus, there can be no mistaking the company for another or seeing an ad and not recognising what it’s for.
If you want a long-lasting and successful brand, you have to try and do something similar.
Using Brand Consistency for Your Business
Brand consistency ensures that your customers always have a dependable and clear impression of what your company stands for. Thus, you have to sit down and figure out what makes your company unique.
No matter how minuscule the detail, it can be the X factor you need to become recognisable to your audience. Examples include the topics you cover in ads and on social media, the colours you choose for the design of your logo, the cast of characters that advertise your brand, etc.
On their own, each of these elements might not seem pivotal. But together, they make up the essence of your company. Therefore, you have to consider every single detail carefully.
Of course, it goes without saying that big companies — like Tesco — have big teams that keep track of all of this. While small brands might not need a whole team, employing a person or two will do the trick. By doing so, you will ensure your brand becomes consistent, meaning gaining and retaining customers will become much easier. You may also try to incorporate promo merchandise in your marketing strategy for even more effective customer retention. After all, it isn’t easy to forget about a brand that goes above and beyond to care for its customers.
Related content:
Everything You Need to Know About Corporate Identity
Are You Looking for Consistent Promo Partners?
Now that you know why brand consistency matters so much, it is time to use it to your advantage. If you choose to work with GoPromotional, we will ensure your marketing is consistent over time. With our help, your brand will become easily recognisable to everyone and impressions will keep pouring in every day.
Give us a call, and let’s kick off your campaign with style!
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Effective Branding: The Significance of Your Company’s Brand Beyond Its Logo
If you need even more info about brand consistency or any other related subject, we are here for you. Give us a call at 0800 0148 970 or simply email us today.
