{"id":42599,"date":"2021-04-28T12:01:55","date_gmt":"2021-04-28T10:01:55","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=42599\/"},"modified":"2022-12-14T09:30:40","modified_gmt":"2022-12-14T08:30:40","slug":"brand-consistency","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2021\/04\/brand-consistency\/","title":{"rendered":"Brand Consistency: Pro Tips for Making Your Brand Stand Out"},"content":{"rendered":"

We live in a world where brands are fighting for the attention of consumers. Everywhere we go, an advertisement pops out in front of us like Beetlejuice. Brand consistency is the practice of being aligned with your core values and standing out among your competitors.<\/span><\/p>\n

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To make a brand that stands out and people fall in love with, we have to let go of aggressive campaigns. Successful brands are built on the values they provide, the trust they build with the audience, and a powerful message that makes everyone feel important to be a part of our story.<\/span><\/p>\n

At the core of a trustworthy brand is clear communication and interaction with the audience. Marketing managers often think of communication as a one-way street: how <\/span>we communicate a message to our audience.<\/b><\/p>\n

However, the truth is that we ought to listen to our target group as well and implement their feedback every step of the way. To establish a quality relationship with the audience, we cannot allow our messages to give off mixed signals.<\/span><\/p>\n

What is brand consistency and why does it matter?<\/strong><\/h2>\n

Consistency is the key to branding. What does this imply?<\/span><\/p>\n

From the beginning of building a brand, we focus on the visual harmony of our identity and the coherence of the brand voice. But consistency doesn\u2019t end there.\u00a0<\/span><\/p>\n

Brand consistency is the playbook we work by, according to which we design our strategies, activities, improvements<\/b>. This is how we can make sure that no matter which communication channel they use, our target group will always receive the authentic message from our brand.<\/span><\/p>\n

Sometimes marketers use different channels to talk to different target groups. And clearly, the language of this communication will be slightly different from platform to platform.\u00a0<\/span><\/p>\n

The stories we share shouldn’t be contradictory in any way. Each Instagram picture, blog post, tweet, and billboard, should represent the essence of our brand and our mission statement.<\/span><\/p>\n

Here are five tips to making your brand consistent and more attractive to the target audience.<\/span><\/p>\n

Tip #1 Have coherent content strategies for all your channels<\/strong><\/h2>\n

Each communication channel is different. They all require a unique content calendar adapted to the algorithm, the rigid content form, and your audience that uses the platforms.<\/span><\/p>\n

Coherent content strategy implies that all of your content across the web is in perfect balance. From the <\/span>landing page<\/span><\/a>, through the YouTube channel, to your Facebook<\/a> account.<\/span><\/p>\n

Experts say that, if you share the same content to different platforms, there has to be a break between the two announcements. A few days could be enough.<\/span><\/p>\n

However, the social media life of your brand should correspond with the activities of your company. Furthermore, the content you share should follow the current trends on each platform, and inspire your audience to get engaged.<\/span><\/p>\n

Making the cross-posted content consistent is not the same as sharing identical content across different platforms. This is never a good idea.<\/span><\/p>\n

Every social media platform has different standards and requirements (e.g. character limitations). So, even if you are sharing the same news, you still need to spend some time writing and adapting <\/span>social media copy<\/span><\/a> for each channel.<\/span><\/p>\n

Tip #2 Create a powerful message – and work in line with it!<\/strong><\/h2>\n

We don\u2019t only communicate a message to the audience when we promote our brand. We promote our message within every new product we design.<\/span><\/p>\n

Each marketing campaign is unique and every new step of our business development has its own story to tell.<\/span><\/p>\n

Present your campaign<\/span><\/a> in a new, original way. Reinvent the well-known terms we use in everyday life and surprise your fans.<\/span><\/p>\n

For example, Heineken has launched a new video commercial for their beer. Beer has been typically considered guys drink in our culture, so they decided to play with this perception.<\/span><\/p>\n

Their main message is \u201cCheers to all\u201d, but they have won the audience over with a funny and unexpected punchline: <\/span>Men drink cocktails too.<\/span><\/p>\n

The Heineken marketing team has noticed that social equality topics are trending. They decided to get on top of that trend, and the crew on TikTok absolutely loved it.<\/span><\/p>\n

This campaign is in line with their original brand. They have established a unique place for themselves on the market, and on YouTube, you can find compilations named t<\/span>he funniest Heineken commercials.<\/span><\/p>\n