A recognisable brand can be crucial to a business. Using a single effective symbol can allow everyone to instantly know what you stand for. Unfortunately, sometimes businesses can try to do too much at once, and this can result in mixed branding signals. In this article we are going to look at the perils of not having a consistent corporate image, and what you can do to ensure that your business stands out for all the right reasons.
One example of inconsistency could be what you say versus what you do. If you talk about your company’s green credentials, and then it is later found out you have a poor record with recycling and waste management, this will seriously harm your brand.
Likewise, if you describe your company as “caring” but you fail to deal with accusations of bullying or harassment in the workplace, it could have serious repercussions further down the line. It’s not just about the message you send out, but how you follow through.
If someone reads your website and they don’t know what you do or what your values are, the chances are they will go to someone else. The reason that values are important is because of the age-old adage “people buy from people.” There is a sense of wanting to connect, so words such as “freshness” or “quality” are likely to stick in their minds.
Imagine you are in a cinema foyer and there are two film posters. One has quotes from film magazines and respected newspapers, with a stylish design that clearly indicates the target audience, and tells you the film is coming out in the next couple of weeks.
Now imagine the other poster has fuzzy pictures, a title font that is different from the rest of the text, and it is not clear what the genre of film is who or it is aimed at. Finally, the text says the film is “coming soon.”
It is not hard to guess what film you would be more likely to see. While this is an exaggeration, it is to prove a point. People need to know what you are selling, who it is being aimed at and where they can get it. It doesn’t matter if it’s an advert on a bus, a short video on an upload site or an article in a magazine, people should have a clear idea of what they are getting and feel that this is a brand that they can trust and engage with.
While maintaining consistency can be difficult initially, in the long term it can have massive benefits, as more people will not only become customers but are more likely to become advocates and want to spread the message of your business. To find out how we can help with this, contact Digi Toolbox today, so we can help give you the tools to allow you to get more from your branding.