The Importance of Consistency with Brand Materials

Many businesses fail to make an impact on their target market because their branding lacks consistency. This might mean that they don't print their logo on all promotional literature, they mix and match colours on company literature, or they don't maintain a consistent tone of voice on their social media feeds. This can send a mixed message to potential customers, causing them to switch off or lose interest in a brand. Here are four reasons why consistency in branding is key to your business's success:

1. Brand Consistency will Make Your Business's Purpose Clear

There's no question of what the Innocent brand stands for with all the company's messaging focused on taste and sustainability

In order to attract the right client base and keep them interested, you need to ensure you aren't sending out mixed messages or giving people the wrong idea about what you do or who you are. Spell things out for your customers by keeping your brand message consistent across all channels. This will ensure your customers have the right expectations of you and your business.

2. Brand Consistency will Help You Stand Out From Your Competitors

3M know how important it is to keep your brand consistent

In a saturated market it can be difficult to make your business stand out, especially if you are offering similar services or products to your competitors. Having a clear, consistent brand identity mill make you more recognisable to your customers. Your font, logo, colours and style are all unique to you so make sure you are putting them on display at every opportunity.

3. Brand Consistency will Increase Brand Recognition

These logos are instantly recognisable even without the names accompanying them

When seen often enough by consumers, branding can become inextricably associated with a business. The outline of a bitten apple represents the brand Apple, and yellow arches immediately make you think "McDonald's". If you want people to remember you, maintain a cohesive brand image in all your promotions so that people can get to know you over time.

4. Brand Consistency will Increase Brand Loyalty

Google have been so consistent with their branding, their name is now synonymous with search

Right from the moment a person is introduced to your brand through to them making their purchase, you can improve their experience and perception of your business by consistently ensuring their expectations are met. So, if you start off marketing yourself as a professional, high-end business, you need to make sure that this is always the way you present yourself to customers. Customers who feel they know and understand a brand will come to trust it and remain loyal.

How to Keep Your Brand Materials Consistent

So, if maintaining a consistent brand image is so important, how can you make sure you’re achieving this when reaching out to consumers? As a corporate gifts supplier we have helped many businesses with their marketing campaigns and promotions, and made sure that their corporate gifts fit in with their other branding materials. Here are some tips for how you can keep your branding consistent when marketing.

1. Use the Same Colours in All Your Materials

No matter where you see their branding, Coca Cola always use their iconic red and white colours

The colours you use on your website, social media pages and / or shop front should all be the same. When planning a marketing campaign, whether it be drafting promotional literature or planning your stall for a tradeshow, keep to the same colours you always use. Coca Cola's unique red colouring never changes for a reason. If you're using corporate gifts in your marketing strategy, we can keep your colours consistent using pantone matching.

2. Always Use the Same Artwork

BWM consistently use their round logo to make their merchandise look classy and upmarket

Whether printing corporate gifts, promotional literature or company stationary, you should always keep your logo, fonts, graphics and images the same. This will make it easier for your customers to recognise you and it looks more professional. Use a shared folder to keep all of your artwork and graphics in the same place, that can be easily accessed by all your employees.

3. Use Corporate Gifts with a Theme to Match Your Brand

All the items for Monsters University are equally cute and scary to represent the brand in a unique and consistent way

If you choose to use corporate gifts to promote your business, you've no excuse not to choose something uniquely suited to your brand as there is such a wide variety of gifts available. If you're not sure what to choose we are happy to make suggestions for you!

4. When Marketing at Events, Brand Everything

When exhibiting on a show apart from branding your stand, uniforms and literature, you can include a consistently branded goody bag

If you're exhibiting at a tradeshow or any other coporate event, print your logo and key message on all of your promotional materials, including brochures, clothing and banners. You can also put your logo on physical giveaways and goody bags! This will set you apart from the other exhibitors and ensure you are remembered afterwards.

5. Make Your Employees into Brand Ambassadors

Apple staff are such good brand ambassadors, the company call them geniuses!

Ensure your whole team is aware of what your brand identity is and how they need to present themselves in order to represent it properly. Your staff should reflect your branding when meeting clients, on the phone or just sending emails. This way you are always marketing a consistent brand image to your customers.

Request an Ideas Board >>

If you'd like any more advice on maintaining consistent brand materials, please do give us a call on 01204 577 995 and we will be happy to help. Or, if you're looking for corporate gifts to fit with your branding, take advantage of our ideas board service - just fill out a form and we will send you an ideas board containing a range of suggestions for corporate gifts to suit your business.