Consistency is key when it comes to building a brand that lasts. And I’m not just talking about posting the occasional cute Instagram pic or updating your website once in a blue moon. No, no, no. I mean staying true to your brand values, messaging, and visual identity across all your touchpoints – from your business cards to your social media channels to your email signatures.
Now, I get it. You’re a small business owner. You have a million things to juggle, and branding might not be at the top of your to-do list. But here’s the tea: a strong and consistent brand can be a game-changer for your business. Don’t believe me? Let me give you some examples.
Consistency breeds familiarity
You want your customers to recognize your brand no matter where they see it. Think about some of the most successful brands out there – Coca-Cola, McDonald’s, Nike. Their logos and slogans are so iconic and recognizable that you can spot them from a mile away. And that’s not by accident. It’s because they’ve consistently used the same branding elements across all their channels for decades.
But what about small businesses? Let’s say you’re a local bakery. You want your regulars to be able to spot your storefront from down the block. You want them to recognize your branding on your packaging, your website, and your social media. Consistency across all those touchpoints builds trust with your customers and keeps your brand top of mind.
Consistency makes your brand look more professional
If your branding is all over the place, with different fonts, colors, and messaging on every platform, it’s going to look amateurish. And let’s be real – customers aren’t going to take you seriously if your brand looks like it was thrown together in five minutes.
On the other hand, if you have a consistent brand identity that looks polished and professional, customers will perceive your business as more trustworthy and reliable. Plus, it shows that you’re putting in the effort to make your business look its best.
Another consideration is keeping your brand up to date and relevant with your target audience, customers might not be so responsive to a brand that is so old that it’s now come back into fashion as ‘retro’. However, it is important to remain consistent with your roots and the soul of your brand. Rebranding can breathe new life into your image while holding true to your origins and brand equity you may have gained.
Consistency helps you stand out in a crowded market
Let’s say you’re a small online boutique selling handmade jewelry. There are hundreds – if not thousands – of other businesses doing the exact same thing. So how do you differentiate yourself? By having a unique and consistent brand identity that sets you apart from the competition.
Maybe you have a signature colour scheme that you use across all your branding. Maybe you have a quirky tagline that shows off your brand’s personality. Whatever it is, having a consistent and memorable brand identity helps you stand out in a sea of similar businesses.
So, what’s the bottom line here? Consistency matters
It’s not enough to have a cool logo or a catchy slogan. Your brand needs to be consistent across all your channels if you want to build trust with your customers, look professional, and stand out in a crowded market.
And here’s the thing – it doesn’t have to be overwhelming. Start by defining your brand values and messaging. Then, choose a visual identity that reflects those values and stick with it across all your touchpoints. Use the same fonts, colours, and imagery on your website, social media, packaging, and any other branding materials you use.
It might take some effort and planning upfront, but trust me – it’ll be worth it in the long run. Your brand will be stronger, more memorable, and more recognisable. And that, my friend, is a recipe for success.
More resources to help you build and grow a consistent brand
How to conduct a competitor analysis
A simple 6-step guide for small business owners to conduct a competitor analysis to inform a positioning strategy.
Brand marketing strategy
Build business growth by developing a brand marketing strategy. Gain consistency, clarity and collaboration across your business.