Why Branding Matters
Think of your brand as the sum total of your reputation in the marketplace. It's not solely what you say about yourself; rather, it's the collective perception formed by your customers' experiences and opinions. A strong brand acts as a guiding light through the crowded waters of competition, helping your company navigate with clarity and purpose.
The Value of Brand Consistency
Consistency is key. Research indicates that organizations with consistent branding experience an average revenue increase of 23%. But what exactly does brand consistency entail? It's about more than just using the same logo and color scheme across your marketing materials; it's about maintaining a cohesive identity and message across all touchpoints.
The Challenges of Maintaining Brand Consistency
While the importance of brand consistency is clear, achieving it can be easier said than done, especially in today's digital age. The demand for digital content is relentless, and the pressure to produce high volumes of content can strain even the most robust branding efforts.
One common pitfall is relying solely on in-house designers to execute the brand across all content. This can lead to frustration and burnout, as the workload becomes overwhelming. Additionally, if brand assets are not readily available or editable, users may resort to creating content using unauthorized tools or methods, resulting in inconsistent and diluted branding over time.
Signs Your Brand Is Straying
So, how do you know when your brand is on the verge of going rogue? Look for signs of internal and external confusion. If there are multiple interpretations of your brand's identity, or if key messages have become muddled or outdated, it's time to reassess and renew your brand strategy.
Renewing Your Brand
Renewing your brand doesn't necessarily mean starting from scratch; it's about realigning your brand with your core values and value proposition. Ask yourself the fundamental questions: Who are we? What do we do? Why does it matter? How should we show up?
By addressing these questions and ensuring alignment across your organization, you can reignite the strength and consistency of your brand, guiding your company to greater success in the marketplace.
In conclusion, brand consistency is not just a nice-to-have; it's a strategic imperative for revenue growth. By investing in your brand and maintaining consistency across all touchpoints, you can establish a clear and compelling identity that resonates with customers and sets you apart from the competition.
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 in all channels and with any user, 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
