A Steady Image: How to Make Your Business’ Branding More Consistent

man and woman working together on a project strategy to build more consistent products, branding, and services

When your business is just starting, it’s often challenging to put yourself out there. You may have to do all the communication yourself while also managing your company.

A study by Demand Metric Research, entitled “The Impact of Brand Consistency: Insights on the Impact and Value of Brand Consistency,” found that companies who are more consistent with their branding enjoy better visibility than those who are not. Among the 234 respondents of the study, 33% attributed a substantial part of their growth to brand consistency.

These findings emphasize the importance of consistency and familiarity, whether you’re creating blog content or marketing materials like brochures. Here are a few ways you can be consistent with your branding.

Establish Your Core Values

Your company’s core values will not only guide your employees but will also establish the direction of your brand’s image. If you have partners in your business, sit down with them and try to brainstorm what they think is important to your company’s success. Write these down and try to narrow everything down to four or five. Remember that each value should also have a brief description, so they’re easily understandable by everyone. After all, it’s easier to be consistent when your guidelines are clear and concise.

Find Your Tone

Now that you’ve crafted the values that guide your business, it’s time to find a voice that echoes them. Your brand’s tone is determined by your industry. If you want a surefire way to engage your audience, have a credible voice. According to a study by consulting firm The Nielsen Norman Group, trust and credibility are the most crucial parts of a brand’s tone.

People are more willing to recommend companies they perceive as trustworthy. And while playful tones may give a business a friendly image, it may downplay people’s perception of it being professional or honest.

However, the firm also says that businesses that handle serious matters like insurance and healthcare may benefit from having a conversational tone. It makes companies seem more approachable instead of intimidating or distant.

Go back to your core values and think about how you want to present them to your customers. Let’s say one of those values is “reliable.” It’s best to present this in a serious but casual way, as you want them to see you as an authority they can turn to for their problems. If you’re aiming for “creative” and “fun,” then having a humorous and enthusiastic tone may help you engage your market better.

Create Your Brand Bible

Once you have your tone set up, it’s time to create your brand bible. It serves as a template for all your marketing materials. If you don’t have in-house marketing and graphic design teams, you may want to hire a media agency to help you out with this. Explain your core values and your tone to them, and they’ll collaborate with you in creating a logo that truly represents your company and drafting guidelines on how to create content that’s consistent with your brand’s image.

Your branding plays a significant role in how your company will grow. As such, it’s essential to keep it consistent so that your current and potential customers will see your company the way you want them to. While your core values, tone, and overall brand bible may need some adjustments as you implement them, these changes only help your brand find its true identity.


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