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Consistency is Key – Applying it to Your Brand Identity

Gary Green
Gary Green
July 25, 2022

There is no denying that a strong brand identity is the key to success when it comes to keeping customers interested. The main reason for this is that humans are naturally loyal, and when you provide them with a brand they can trust, they will do their utmost to ensure that you succeed.

If your branding is not as strong as it could be or you want to achieve a more consistent approach, then we have the advice you need – take a look and then start getting the results you want with the branding you need.

It All Starts with a Name

If you have the makings of an amazing business, then you will need to find a brand name that interests your target audience. Sounds easy? It's not! Choosing the best brand name requires thought and an understanding of all the elements that will come into play, including:

  • How simple your web address will be.
  • Whether your brand name has different spelling options.
  • If your brand name gives information on what you want to sell.
  • And more!

Rather than letting your brand name stump you or stress you, why not try a random name generator from the internet to get your creative juices flowing.  There are many generators available, but it Is worth finding one that can take your specific keywords as inspiration. Not only will a generator give you an excellent range of choices, but it will also search all social media to share what is and isn't available.

Create a Strong Brand Guide

Even if you have a clear understanding of what you want your brand to achieve, you need to share this information with your team in a brand guide – take a look at how Starbucks organise theirs. Remember that anyone that works for you is responsible for creating a positive reputation for your company, and they can only do this if they are clear on what you want them to achieve.

From fonts and colours to keywords and communication musts, a brand guide is an essential part of every business, no matter how big or small. Make sure that anyone who reads your brand guide knows what to say and what to avoid as well as information on how you get your message out via your ambassadors and affiliates. Preparing a robust brand guide will take a fair amount of time to begin with, but will pay off in the long run – making it a vital tool for everyone in your organisation.

Develop a Brand Kit for Your Team

Once your brand guide is in place, it is important to create a brand kit that everyone can use to get the right look on every item of work that leaves your business. These kits are shared with everyone and allow them to check their work against them to ensure they are adhering to your specific branding requirements – creating a consistent workflow for people to engage with.

Your brand kit will need to have everything that people need, including font sizes, font styles, colour codes, logos and a writing guide so that the format and tense remain the same no matter who works on it.  You can also include social media guides for your communication team to follow so that your brand becomes instantly recognisable and allows you to grow a larger following than ever before.

Keep All Your Branding Tools in One Place

There are a number of amazing branding tools available for you to use, but no matter which one you choose, it is important to have one that is easy to access and offers real-time information to you. Once you have selected your tools, you will need to organise them in a dashboard that you can simply click into to get the most up to date information on your business’ performance.

Some of the most important tools include social media updates, advertising alerts, your business calendar, branding guide, online analytics and information on what you have been working on to help keep you up to date. When you have this information stored together in one space, you are more likely to get the most consistent branding results.

Create a Robust Help Section Online

One of the biggest irks for online users is that they cannot find the information they need as easily as they would want, causing your brand identity to suffer. Luckily, this is easy to resolve by introducing a help and knowledge section that can be updated frequently in response to the search queries people enter. Nike have a great knowledge base for their customers to look through whenever they are stuck.

Taking the time to do this will not just help customers to fully understand what your product offers, but it will also support those people who prefer not to call or webchat with customer service assistants. The great thing about offering a robust help and Knowledge section is that your potential customers will see it as a genuine effort on your behalf, helping to build a loyal client base.

Branding is the Key to Success

When asked, ‘what makes a business successful?’, many of us would say hard work and dedication, others would say cash flow and the right staff, but these things can only ever get you so far on their own, meaning that you need to find a way to harness it all as part of your brand identity. Having a distinct brand and sharing its identity with everyone is possibly the most important part of getting that success to convert into sales.

Take your time to really consider how you want your brand to be seen by your audience, and then make sure that everyone in your team sees your vision in the exact same way as you. Only this will lead to a consistent approach that will give customers the faith needed to invest in your products and return again and again.

At Key Business Marketing, we offer a range of services, including content creation, SEO, PPC, and social media management. Get in touch with us today to discuss your marketing needs and unlock your business' potential.

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