When you’re trying to stand out online, it takes a lot to make a splash because there is so much to compete against. You have to really be exceptional to grab the attention of consumers who have so many options to choose from.
As a result, the way you brand yourself online is very important. If you do manage to attract the focus of a potential buyer, you want to leave them with a compelling and cohesive message about your business and what value it can offer them. This is your brand. Your brand is an expression of what you do, why you do it, and how it can solve a customer pain point.
It's a calling card, if you will.
And here’s where we get to the meat of things – your brand has to be consistent. We see so many small businesses get caught up in the rat race of continually producing new content, new ideas, and new marketing material – but not taking the time to ensure that it all fits the brand that you’re trying to build.
This is a big mistake and here’s why:
· Familiarity. For the most part, customers don’t buy from you the first time they come across you. Rather, it takes a few exposures where they gain some familiarity with your company and learn a bit about your value – before they decide to do business with you. So all your branding must be similar enough to build that familiarity or you’re losing all the hard work you did to earn that first impression.
· Professionalism. It says something about your company when all the branding is tight and connected. It shows that you know what you’re doing and that you’re taking yourself seriously. This is a key psychological component that we often underestimate and when it’s done well, it can pay off in a multitude of ways.
· Clarity. When a brand seems to be all over the place, it can be a bit confusing for customers because they aren’t quite sure about the values of the company or its overall mission – and this lowers credibility in their minds. However, when a brand is consistent, it’s clear as to exactly what they do and why they do it – which makes things so much more relatable. Consistency is the bedrock of any long-term customer relationship.
· Increased surface area. When you are sticking to a consistent brand image and letting that inform everything you do online and in the real world, it builds a store of digital assets that are all tied together and continue to work for you long after you published them. It’s the equivalent of increasing your surface area on the internet and giving customers more ways to stumble across what you’re doing. When the brand is consistent, the connections are obvious, and it can lead to tremendous serendipity and word of mouth marketing which is worth its weight in gold.
A consistent brand is everything. Don’t leave it to chance. Be strategic and get it right.
If you’re looking for some assistance when it comes to your branding and how you portray it online, look no further than the team here at Digital Innovations. We have a range of services dedicated towards creating cohesive and powerful digital experiences for our clients and we would love to work with you! If you’d like to engage, please do let us know by clicking the chat icon and scheduling your free 30-minute consultation with our virtual concierge.
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