How Brand Consistency Drives Growth

branding-netflix

Whether you sing along to the iconic ‘Did Somebody Say’ Just Eat advertisement or you have just purchased your next set of Gymshark leggings to follow the latest trend on social media, these game-changing brand giants have been successfully built through consistent delivery across all marketing communication channels. 

Whether you’re “Lovin’ It” or “Just Do (ing) It”, when it comes to building a consistent brand, here are some tips for you to consider… 

  • Brand guidelines: Establishing a clear set of brand guidelines that outlines tone of voice, logo usage, typeface, and colour palette, that can be distributed across the business and to ‘partners’. 
  • Brand message: To develop a brand message that ensures consistency across all consumer touchpoints. Core messages should cover brand value, brand purpose, and brand mission as well as unique propositions. 
  • Amplification: Once the brand message and guidelines have been built, they then need to be successfully implemented and amplified across all channels (digital, PR, website, and e-commerce, plus broadcast and media).  

Why it matters:  

Don’t leave your brand open to (mis)interpretation. Developing consistency shapes how a brand is perceived externally and the same feelings should be felt by the consumer whether they are accessing your brand via digital or traditional marketing channels. Brand touchpoints should be unified and brand experiences for both potential and existing consumers fully aligned. 

Consumers don’t want to be let down by a bad experience, particularly multiple bad experiences. If you are in a restaurant and you receive a bad meal, it’s likely it will be a while before you return. The same goes for consumers that have negative perceptions/experiences with a brand (especially when today’s customers have such a wide range of options and other choices at their fingertips). 

By maintaining a consistent brand voice and message, prospective and current consumers will turn into a loyal community of followers and fans.  

Brands that do it well:  

Airbnb: “Storytelling is at the heart of everything we do. Airbnb is a community of guests and hosts, and people love Airbnb for each unique experience this offers. Telling our host and guest stories are our first approach to creating a campaign, whether this is integrating a larger campaign or starting a-fresh.” 

Netflix: “Netflix and Chill”. Netflix has created a powerful brand identity that has revolutionised TV and film experiences through high-quality original content, which has created a plethora of followers. 

Gymshark: This gym-wear brand has taken the social media world by storm, transforming its community into brand advocates and influencers. The brand has successfully leveraged the power of social media to create a community of gym enthusiasts. 

If you want to get noticed and rise above your competition, then get in touch: mary.k@brandnation.co.uk