Why branding matters?
Your brand can be a powerful force of differentiation from the competition. A brand is a result. It's a customer's gut feeling about a product, service, or a company. It's not what you say it is. It's what they say it is. A brand is your reputation.
A strong brand guides your company through the bottomless sea of loud competition. When your brand is intact and differentiates enough, it's easy sailing, but when it frays from the edges, the ship becomes challenging to sail, and the crew turns to piracy. You lose focus, internally and externally. It's hard for your clients to know who you are if they can't recognize you or your message.
How much is brand consistency worth?
+23% Revenue
For organizations with brand consistency issues, the estimated average revenue increase attributed to consistently presenting the brand is +23%.
How and why does your brand fall apart?
Unfortunately, your brand faces more challenges when it's used daily.
One of the reasons is the volume demands on digital content creation that are so lofty it's often impossible for your in-house designer to execute the brand on every content that leaves the building.
This often leads to the brand's users being frustrated with the daily demands it puts on their schedule, making them prone to shortcuts.
If the user doesn't have brand assets readily available in an editable format that supports their direct daily need, they will find a way to do it in a way that suits them: Word, Google sheets, etc.
That often leads to that strange layering that happens with time and individual interpretation of the brand, eventually leading to nobody knowing what the brand is. You end up with a pirate ship that's duck-taped together.
How to know when your brand is about to go rogue?
There are multiple ways for sure, but in short, your brand should be able to answer the questions:
- Who are you?
- What do you do?
- Why does it matter?
- How should we show up?
If there are multiple interpretations of these internally or externally, or the answers may have changed with time. It's time for a brand renewal.
Learn more about how Tumplate can support keeping your brand intact, book a demo here.
Resources:
The Brand Gap by Marty Neumeier
If You Want to Make 23% More Money, Then Get Consistent by Tracy Leigh Hazzard for Inc
