Importance of Preserving Your Brand Through Consistency

Alex Desberg Learn

Importance of Preserving Your Brand Through Consistency

Market leaders are true to their brand.

Your brand is the foundation of your digital strategy and marketing voice. When you stay true to your brand, you’ll build trust and loyalty. This ensures a steady, reliable presence in the marketplace.

But how do you preserve your brand through expansion or working with other entities? What if you don’t have strong branding to begin with?

Keep reading to discover the answers and to find out why you should work with a trusted digital marketing partner.   

What is brand identity?

Maintaining your brand while expanding your reach is a modern marketing challenge across all industries—B2B companies, law firms, financial services, health care businesses, manufacturers and beyond.

Preserving the voice and identity of your company becomes vital as marketing tools evolve and strategies expand for creating content and deliverables.

But ... What exactly is a brand identity?

A brand identity encompasses the unique visual, verbal and emotional elements that define a company's image. It plays a pivotal role in marketing success by fostering brand recognition and customer loyalty.

A well-defined brand identity establishes trust, sets a company apart from competitors and influences consumer choices. It forms the foundation for consistent, compelling marketing messages, contributing to increased customer engagement.

The question “Is this true to my brand?” should be considered with each new marketing tactic being implemented.

Obstacles to consistent branding

Consistency is key in today's competitive landscape, where brand reliability and recognition play pivotal roles in attracting and retaining customers.

However, preserving brand consistency can be a huge challenge for a few reasons.

First, team turnover results in a loss of institutional knowledge. This makes it difficult to maintain established standards. This is especially true if your brand guidelines require frequent updates.

Next, expanding your marketing channels also introduces complexity. Each channel has its own nuances as to how people interact with content. Businesses need to be aware of that while maintaining their own brand consistency. If they don’t, users may believe they are a fake account or start to lose their trust in the confusing brand.

Finally, working with vendors like apparel suppliers, signage companies, advertisers, or tradeshow booth designers can create challenges as well. At times, these contractors can seemingly go rogue with your branding, whether by lack of skills or tools or via miscommunication. From a slightly off color to an entirely different font, it’s important that they too uphold your branding.

Challenges like these require vigilant oversight and effective communication to keep marketing materials in line with the brand's core identity.

How do internal marketing and sales executives easily maintain a market-leading brand? They find a marketing partner who has a high brand focus!

No brand? No problem!

A digital marketing partner can be instrumental in crafting and maintaining a compelling brand story and identity. They bring expertise in market research, consumer behavior and creative strategy to the table. Collaborating with your team, they distill your brand's values, mission and unique selling points into an engaging brand.

This story is the foundation for brand identity, shaping everything from logo design to content creation.

With their insight, a digital marketing partner ensures consistency and relevance in messaging, forging stronger connections with your audience. A consistent brand image builds trust by assuring customers of reliability and integrity. It fosters recognition, making the brand easily distinguishable and memorable in a crowded market.

Keeping up with your brand

Your internal marketing professionals should proactively take steps to uphold a consistent brand identity—which should flow to the rest of the team, your digital marketing partner and any third-party affiliates.

By adhering to established guidelines, your company can reinforce brand recognition and customer trust. Implementing these practices ensures that marketing materials and messaging across various channels maintain a uniform and coherent representation of the brand.

Partner with the best for your brand

TKG is the digital partner for market leaders. Through a conversation with our team, you can discover how well your brand stacks up to your competitors.

Take a look at some of our brand strategy case studies:

Start a conversation today.