When your marketing activities are uniform in terms of topic, color palette, voice, and visuals across all platforms, consumers will be able to recognize your brand and understand what you have to offer. Brand consistency can increase revenue by as much as 23% and help you stand out from the competition. It is all about maintaining a single brand voice across all marketing platforms, and here are some methods you may use to achieve this task.
Set and Stick to Branding Guidelines
When you use a specific brand color, image, and font, or each social media platform features the same logo, viewers will immediately recognize your product. This is because branding guidelines help people easily identify what is familiar and repeatable about your business.
When people can find their way around your website or make sense of what they see on their favorite social media site, they are more likely to trust you and continue doing business with you.
Create a Content Calendar to Ensure Consistency
Your posts or emails need to convey a consistent feeling and message when you want to maintain branding consistency. It simply means you also need to be consistent with your copy. Whether promoting your business on print or digital media, keep things simple and cohesive across all channels.
After all, you want your audience to know what to expect from you and feel positive about your brand each time they see and interact with it. It’s better to create a content calendar that will allow you to plan ahead and stay on track.
Make sure that the images, colors, and tone of the message you are using are similar to your previous posts to avoid confusing followers. A content calendar also allows you to determine the frequency of social media updates and whether or not there is enough diversity in terms of topics covered. This way, new visitors who come across your website or social media pages for the first time don't have any difficulty understanding what your brand is all about.
Repurpose Your Content
You can make your online content seem newer by repurposing it. For instance, you may create an article or video once and then turn it into a PDF for your newsletter to give people access to more of your content without having to do much work. You can also update old blog posts instead of deleting them so that nothing ever gets lost in cyberspace.
When you use old information anew, you will ensure that the same message consistently reaches your target audience, even if there is a time gap between when the original post was published and when it is being shared again.
Remember to Monitor and Adjust as Needed
Once you have set up a branding guideline and decided on how often you want to update social media, go over it from time to time and check if everything is still in place. Make sure that your content updates don't change too frequently or too abruptly so as not to confuse your audience.
Constantly monitor the effects of your social media marketing activities and on conversions rates. With this information, you can determine whether or not any changes need to be made regarding the topics covered, frequency of posts, style of language used, etc., to help further boost sales numbers. Remember that planning ahead will allow you to find new ways to increase your brand's visibility and credibility.
As a business, you want your online presence to be effective and helpful. Unfortunately, only having a website or social media profile is not enough. For people to buy from you, they need to feel confident in the product or service you offer and trust the brand that brings it out into the market.