Are You A Brand?
What comes to mind when you hear the word brand? At first I used to believe that being a brand was only tethered to a logo and regalia that a company wore (t-shirts, caps, shirts etc.). However, that is only a drop in the ocean of the intricate details that qualify you as brand.
By definition a brand in business is an overall experience of customer that distinguishes an organization or product from its rivals in the eyes of its customer. There are elements within a brand that help to illustrate what it is about for example logo, tagline, graphics, sound, shapes and so on.
My topic of interest today is brand consistency. It is one of the most underrated elements in Digital Marketing especially in Zimbabwe. Most marketers have come to think that just creating branded ads and posting on a social media platform is all there is to digital branding but fail to recognize if whether the posts are consistent with what the brand is about holistically.
Brand consistency is the pattern of expression that affects what people think about your company. How you choose to express yourself as a brand ultimately has a lasting effect on your clients and potential clients. The question is, as a brand have you been consistent on your image and not running away what you represent as a whole.
What you say, how you say it, how you illustrate it needs to be consistent and predictable throughout your platforms. The more consistent your messaging, the more consistent your branding — whether via words, design, offerings or perspective. This builds awareness and develops trust and loyalty with customers.
Brand consistency is very important for a successful social media presence. The most recognizable companies in the world do a very good job at keeping their branding consistent across all platforms. Coca-Cola, for example, uses mostly red in their posts, which makes them stand out from other brands. Econet stays true to its blue and red and most of its posts reflect their tone and feel of their business. Big brands pick a style, a voice, a look and they stick to it.
As a business you need to choose the right networks that are relevant to your brand to advertise your services—the numbers of Social Media platforms existing today are overwhelming, but fortunately, you don’t have to be present on every platform to have a successful online presence. Not all social media platforms cater to the same audience, so it is important that you find the platforms that are a good fit for your brand and the audience that you want to target and be consistent and active on those platforms.
In as much as we are trying to create a consistent tone and personality of your brand we cannot ignore that Social Media platforms are highly visual. It is important to create a well-branded page to ensure that your audience is able to recognize it quickly and easily.
The reason why you need brand consistency is because customers want to buy from companies that they trust and a study showed that a consistent brand is often viewed as a more dependable brand.