We all know those brands that are so well recognised that they have fans rather than customers - and along with great products, they also have consistent branding.
Applying your brand to every customer touchpoint helps to build recognition for your business and to stand out from the crowd. Customers get a clear picture of who you are and what you’re about too so it builds trust.
Take 15 minutes today to think of all the ways a customer might connect with your business and consider if it’s consistent with what you want your brand to be.
Here are some areas to consider:
- The Obvious: Your physical store, office or warehouse. Your point of sale material, business cards, email signature, receipts, thank you cards, packaging and staff uniforms. Is your logo consistent, are you using your colour palette and imagery throughout?
- Online: Do your social media profiles reflect your brand, is your website consistent and what would someone see if they did a Google search on your brand?
- The Experience: A brand isn’t just about the logo, it’s the whole experience a customer has when they interact with you. This includes the service they receive (even support calls), how a phone conversation goes and what happens when they turn up to an event. It all needs to be consistent with what you stand for and what your business is about.
- Marketing: It’s so easy to get carried away in the creative process with the next shiny thing but constantly changing your brand can damage all the trust and recognition you’ve built up. Keep it consistent - use the same tone of voice and messaging.
We’re busy business owners and often have to make decisions on the fly, without giving it much consideration but doing a quick brand audit could be the best 15 minutes you spend today.