Ensuring your business is recognized anywhere it’s seen requires planning and effort, but it’s worth doing right. The key to that recognition comes down to being consistent in how you present your brand and how potential and current customers interact with it. Let’s break down how to maintain consistent marketing and what it does for you and your business.
Consistent Visuals
To build a sense of regularity with your business, you need to keep your visuals consistent everywhere. All of your signage should use the same font, colors, and imagery if possible. If your business cards, storefront, and website all have different looks to them, customers will be confused and not sure if they’re in the right place. Worse yet, they won’t immediately realize that you might be the same business. Consistent visual content ensures that your client base always knows it’s you when they see your advertisements.
Stable Products
Consistency goes beyond what people see; it includes the product or service they receive. For example, every time a customer purchases the same sandwich from your business, it should be the same sandwich every time. If it’s good sometimes and not as delicious other times, that instability doesn’t bode well for your customer base. That sense of regularity and consistently met expectations engenders more loyalty from your customer base.
Regular Engagement
Getting in touch with your audience on a consistent basis creates a positive pattern of engagement. If you can post content regularly, send mailers and coupons at consistent intervals, then your audience can rely on you to be there and reachable. It’s not only about how often your customers buy your goods, but also how often you show them your own engagement.
Core Values
Even if you have a small business, your company should have a set of core values it sticks to. Over time, these can shift to better represent the employees and the culture of the business, but this shouldn’t change often or too drastically. Customers don’t like it when businesses flip over core values too often. Without a well-backed reason for sweeping change, customers can be critical and skeptical. Don’t make a change in how your business carries itself unless you’re prepared to stick with it for the long term.
What It Does For You
Fosters a Bond
A business that customers can rely on to be consistent inspires a bond. That relationship can’t be replicated easily, and that loyalty ensures that your audience will stick around even through minor changes. If your customers trust you, they’re also more likely to talk to people they know about your business and recommend it. You can’t put a price on a customer that will advertise your business for free!
Continued Recognition
Even if someone isn’t currently a customer, you can draw them in with the visual consistency. You can spark interest by putting the same branding in front of them often enough so that they’ll remember it and be curious. They might not need your services products at that moment, but they’re far more likely to remember you if you have one representation instead of half-a-dozen.
Taking Consistent Steps
Building brand consistency is about moving forward in a vector for your business. Veering off in a totally new direction can easily lead to uncertainty in your customers and your employees. Once you set your sights on maintaining a consistent look and feel for your brand, you need to stick to it. It won’t happen overnight, but patience in this endeavor will be rewarded!
