MARKETING
TIP #104
The Value of Consistency
Let's say you have a really good friend who changes the way they dress or their hair or the way they speak every time you see them. Each time you see them - providing you recognize them - what impression does this make?
Next, think about a popular brand, let's say Coca-Cola®. Every time you see their logo, color, tagline or graphic elements, they're always the same. You probably don't even have to see the name, just a graphic element, like their wave or the cursive "C", and you recognize it immediately.
Now think about your brand. Are you always consistent with its appearance? Do your customers recognize it immediately?
Brand consistency builds increased recognition, differentiation and influence. A consistent experience for your customer tells them that you are reliable; it builds trust that you will deliver.
The Washington Post reported that researchers at Ludwig-Maximillians University in Munich, Germany conducted a study on brain response and brand recognition. They performed an MRI on the participants as they looked at different brands. What they discovered is that when the brand was recognized, the areas of the brain associated with warm emotions, reward and self-identity lit-up. When the brand wasn't familiar, there was more activity in the memory and negative emotion sections. The conclusion: familiar brands induce faster and more positive responses.
So, what makes your brand recognizable? It's your brand elements like the logo, tagline, graphic elements, color palette, type style, sizes, sounds, textures and terminology.
Think of your brand as a person. It has a personality. How does it show the world its personality? Through its style. The brand elements are your style. Discovering what elements reflect your unique selling proposition (USP) involves thoughtful exploration. At North Star Marketing, we have tools that can help make this task less daunting.
Once you've determined the elements, it then becomes all about consistency and repetition. Use your brand elements at every point of contact with your consumer; no piece is too small to reflect your brand, from PowerPoint presentations to business cards to signage. Studies show that a typical consumer requires at least 17 impressions of a brand before considering even trying it. So, those impressions better be associated with the company in a consistent manner.
The best way to ensure you are being consistent with your messaging is to create a standards book or a usage sheet which outlines the what, when and how to use your brand elements. Make sure anyone who may have a need to use any of your brand elements has access to these guidelines. Professionals at branding and marketing agencies can provide guidance in developing these guidelines. Remember, it is the job of an agency like North Star Marketing to act as your brand police. They can also offer new ways of maximizing your exposure consistently.
Consistency, consistency, consistency. While you're developing and growing your brand, you'll live it, breathe it and eat it. You'll probably grow weary of seeing it. But as one branding professional said, 'just about the time you're getting sick of it, that's about the time you're probably getting the brand recognition you want.'
The graphic and account professionals at North Star Marketing understand the importance of brand elements and developing a program that is recognizable and attributable to you. We've been branding for over 19 years. Wondering if your messaging is consistent? Give North Star Marketing a call to analyze your brand elements and keys to success, 717-392-6982, ext. 100.
Best,
Kelly Plesce
Art Director
P.S.
If you don't believe in the power of brand recognition, check out these tests: www.joeykatzen.com/alpha. See how many you can recognize.