Is branding a central part of your business strategy? If not, you could be losing out to your competitors who understand its importance. Even the companies that do brand their business, do not always do it in the best way possible and it’s something every decision maker in a business should address as quickly as possible. Below are some of the main reasons why brand consistency is so important.
Familiarity and Trust
Customers like to deal with businesses they can trust. The more they see your branding such as your logo and marketing messages, the more you can build this trust. It may take some time and effort, but the rewards can be substantial, especially if your branding is constantly seen on your store windows, your marketing materials produced by companies like Show Case Creative, your commercial fleet and your other marketing channels.
Your Brand Will Be Associated with Something Positive
If you send out consistent positive messages about how much value you offer your customers, how you specialise in luxury products or how affordable your products and services are, your business will eventually be associated with these attributes. It won’t happen overnight, but as time goes by, you can add new marketing messages that compliment your branding and enhance your business reputation.
Builds Customer Loyalty
As mentioned earlier, it’s crucial to build trust so that people are willing to buy from you. However, many businesses don’t follow up with their customers very well and this can reduce the number of repeat sales your business generates.
However, with consistent branding, your current customers and shoppers are more likely to show loyalty to you and your brand and will want to deal with you on a regular basis. There are even cases where you may not even offer the lowest prices, but your loyal customers still want to buy from your business because of this customer loyalty that has been built up through consistent branding.
It’s Easier to Integrate Different Marketing Activities
Once brand consistency becomes an integral part of your marketing strategy, it becomes easier to integrate the different types of marketing activities you use. This reduces the amount of effort and cost required to market online and through the more traditional, offline methods of marketing.
It’s relatively easy to add the same logos and marketing messages to your website, social media accounts and other online platforms and it reinforces the trust shown by people may have seen your offline marketing materials and campaigns.
It Increases Your Bottom Line
Ultimately, any marketing activity you undertake should increase your sales and profit. Professionally branding your business achieves these goals because more people find out about your business and more people are willing to buy your products or services.
As you can see, there’s more to branding than meets the eye. It’s one of the most important marketing exercises you can take part in and it has the potential to turn a struggling business into an extremely successful and profitable venture for many years to come.