When trying to find a soul mate, you search for somebody that is sensible, humorous, caring, however above all — constant. As a result of if you are going to make investments your life in an individual, you need somebody you may belief, proper?
Falling in love with a model is not all that totally different. Manufacturers pull us in with witty slogans and well timed reductions, however that’s not the one purpose we stick round. Give it some thought, inbound advertising and marketing is all about content and communication that people love. The important thing to being your leads’ and prospects’ soul mate, then, is offering model consistency they’ll rely on.
However how? What’s on the coronary heart of brand name consistency is your message, and advertising and marketing performs an enormous function in that. On this put up, we’ll dive into what branding consistency is, its importance, benefits, and share 15 businesses which have achieved a stellar job exhibiting it.
What’s branding consistency?
Branding consistency is how a enterprise delivers and maintains messages centered on its model id and core values. It must be the spine of firm advertising and marketing content material like logos, photographs, copy, and observe model pointers.
The Significance of Branding Consistency
Branding consistency units the stage for a enterprise to realize and preserve credibility and belief. You must place your model and its content material in a approach that appeals to its target market and carry that very same messaging over time. In spite of everything, your prospects are placing their belief in you, and like all relationship, you need the inspiration to be reliable and constant.
So, not solely is this idea vital in enterprise technique, however the advantages communicate for themselves.
Advantages of Model Consistency
Keep buyer expectations.
When creating advertising and marketing content material, your group can share collateral that delivers the identical visible cues from brand, colour, and tone that received’t negatively influence customer perception. This standardization of branding let’s them know precisely what to anticipate each time they arrive throughout your corporation.
Align separate enterprise items.
In making a uniform brand identity, enterprise groups create various types of content material throughout departments that also ring true to obviously specified model pointers. Whereas every group received’t be engaged on the identical initiatives straight — the model’s story will nonetheless shine by means of.
Set up a extra seen, uniform id.
Manufacturers which can be persistently introduced are 3 to 4 times more prone to expertise brand awareness and visibility. Simply take into consideration the long-lasting Nike swoosh, or Adidas’ signature stripes, these constant visuals let prospects know what model a product comes from within the blink of a watch.
Now that we’ve gone by means of the significance and advantages of branding consistency, let’s take a look at some manufacturers which have used it efficiently.
Branding Consistency: 15 Model Examples
Health facilities will be intimidating to the common individual. GymIt will get it, and takes the intimidation out of the equation by speaking to its clientele like actual folks. The Boston-based fitness center calls itself “hassle-free” and retains understanding easy.
One of many model’s slogans is “Get In, Work Out” — clear, to-the-point, and intelligent. To show that GymIt would not cater to protein-shake, bodybuilder varieties, its advertising and marketing would not take itself too significantly, both. Beneath are some snapshots of GymIt’s playful copy throughout social media, merchandise, and unintimidating web site.
The cloud-based file sharing platform, Dropbox, is nice at constant design and personalization throughout channels.
You received’t discover any Dropbox communication or platforms with out its signature open, blue field brand close by. This fashion is behind the entire model’s designs, whether or not it’s a modern homepage or a artistic error web page. Dropbox’s e-mail advertising and marketing aligns with that enjoyable, artsy messaging. See the screenshot beneath of some colourful collateral discovered throughout.
This group donates 100% of its donations to constructing water wells in Africa the place girls and youngsters use yellow jerry cans to hold water again to their villages. charity:water’s brand is a stylized jerry can and never solely retains the branding current throughout channels, however retains the difficulty the charity helps resolve high of thoughts, as nicely.
Whereas many conventional nonprofits follow old-school advertising and marketing techniques, charity:water acknowledges that with the intention to encourage folks to help a trigger, you have to have impressed advertising and marketing. The group’s birthday marketing campaign has attracted supporters in vogue which charity:water makes use of to point out how nonprofits will be stylish — utilizing jerry cans in annual Charity Ball runways. This model consistency makes it a pacesetter in reinventing nonprofit advertising and marketing.
4. Bare Pizza
Bare Pizza — a revealing identify for an sincere model. This enterprise affords more healthy pizza than the common chain through the use of solely all-natural substances and a crust filled with grains and probiotics. Bare Pizza’s promise of all-natural is enforced by its refreshing fashion and tone seen throughout its advertising and marketing property.
Like GymIt, Bare Pizza suggests it would not take itself too significantly and that pizza will be guilt-free and enjoyable. The model is lovably sarcastic and retains its design clear and interesting whereas speaking its scrumptious message.
5. Wells Fargo
You do not have to make use of conversational tones or playful designs to be a lovable model. Wells Fargo, a number one financial institution worldwide, retains its messaging conventional and old-school — in a great way!
The model is dedicated to its core values, together with ethics and placing prospects first, they usually talk this persistently by means of font, colours, format, and holding its brand ever-present throughout channels. Its slogan “Collectively we’ll go far” evokes copy that’s rooted in household and constructing relationships.
6. World Wildlife Fund
This group fights for an awesome trigger with nice advertising and marketing. The WWF’s fashion and imagery create a temper throughout channels that forces you to replicate for a second on how we deal with our wildlife and ecosystems.
Beneath are three examples of how the model communicates that very same sturdy message in artistic, thought-provoking methods. Its brand, print advert, and interactive piece all have a darkness to them by means of suggestive messaging or tone due to how severe the difficulty is.
7. Warby Parker
Warby Parker “creates boutique-quality, classically crafted eyewear at a revolutionary worth level.” The model communicates this boutiquey vibe by means of all its promotions and advertising and marketing property.
For instance, Warby Parker affords an opulent contact to potential prospects by sending 5 pairs of glasses to attempt on without cost (high left). Consideration to fashion can also be evident throughout channels: its web site (backside left) is clear and straightforward to navigate. Even its annual report (backside proper) feels “classically crafted.” The model calls its fashion “classic,” and its Citizen’s Circus occasion at SXSW was dripping with classic touches from signage to tents.
The worldwide handmade cosmetics firm, Lush, believes in “making efficient merchandise from recent natural fruit and veggies,” and in “blissful folks making blissful cleaning soap.” Lush shops, merchandise, packaging, and workers (high proper) all inform that story.
Lush’s dedication to pure, natural substances is completely aligned with the way it shows its merchandise (backside left); Lush’s soaps, powders, and shampoos sit of their uncooked kind in-store till the cashier wraps the product up as soon as it is bought. Foregoing packaging oozes a pure vibe. Merchandise that require packaging, like face masks (high left), do not conceal the substances and encourage prospects to recycle after use. All packaging additionally has a sticker on it with the face and identify of the worker who packed it. Each piece of selling collateral at Lush has a private, no-frills method.
Boston-based burrito firm, Boloco, pays consideration to consistency intimately in its on-line and offline advertising and marketing. The model’s slogan is ‘impressed burritos’ and its menus, flyers, napkins, occasions, web site, and different collateral all have a playful, hand-made contact that implies the enterprise is fueled by greater than tortillas and guacamole. Boloco partnered with Life is Good by making a yummy Life is Good burrito with 50 cents of every buy donated to the corporate’s charity, Life is Good Playmakers; this partnership matches with Boloco’s impressed model completely.
Boloco retains branding current through the use of a playful signature font. Irrespective of the advertising and marketing channel, we go loco for Boloco’s consistency.
10. Museum of Tremendous Arts Boston
Boston’s Museum of Tremendous Arts promotes its model all through the town and beneath its personal roof with such finesse in execution, that the model’s presence is at all times extremely recognizable, but nonetheless refined. All MFA Boston advertising and marketing property are simple to hook up with the supply.
The model has a two-tone colour palette on all collateral, with pink being the MFA’s signature colour. Beneath are examples of its use of colour, in addition to its persistently minimalist design on an worker’s apron, out of doors banners, web site, and brochure. With a museum full of colourful exhibitions and spectacular canvases, the MFA retains its personal branding easy however sturdy.
Intercom is a web-based customer support platform. “Treating prospects with respect will at all times be good for enterprise,” the model says. “And we imagine that making prospects soar by means of hoops to attempt to get assistance is extremely disrespectful.” Intercom’s varied types of communication and advertising and marketing techniques, it is visually obvious how a lot it doesn’t need its prospects to “soar by means of hoops.”
The model presents data in a transparent, complete approach through the use of imagery as an alternative of written explanations. In spite of everything, an image says a thousand phrases. Intercom introduces its firm with pictures different content material with easy graphic design. Engaging me with visuals positively takes hoops out of the equation.
12. Harmless Drinks
Harmless Drinks is a playful smoothie and juice model from England that retains its harmless status sturdy with advertising and marketing that may make you’re feeling like a child once more. The meta description reads: “good day, we’re harmless and we’re right here to make it simple for folks to do themselves some good (while making it style good too).” How cute is that?
Beneath are examples of extra lovable approaches to branding like its Fb sport (high left), product photographs (backside left), and creative web site navigation for the model’s annual occasion, Fruitstock. Harmless Drinks stays true to its character in its tone and inventive execution.
Zendesk is a cloud-based customer support software program system that has constructed an enthralling model by means of modern, shiny design. The “zen” on this firm’s branding will be seen by means of its mellow yellow and pure colour palette.
It’s vital to speak a constant model picture to the world, however Zendesk acknowledges that consistency comes from inside as nicely. Its workplace carries the theme to maintain the sensation sturdy inside firm partitions. The model’s signature inexperienced is used persistently throughout channels and compliments the model’s id.
14. Lululemon Athletica
Sportswear manufacturers typically promise that their merchandise will make you a greater athlete, however the course of and onerous work it takes to get there’s generally forgotten. Lululemon Athletica, a yoga and sportswear model, retains the act of understanding alive throughout its property. The model hosts free yoga courses in its shops, in addition to public out of doors courses.
Its affirmation e-mail (high left) for becoming a member of its mailing checklist is a big picture of a girl doing yoga, and the model’s Twitter profile (high proper) shows yoga mats ready to be rolled out. The model designs yoga clothes and kit, so why skip to the gratification of doing it when you may domesticate a sense across the course of?
ZocDoc is an internet service for locating and reserving appointments with physicians in your space. The model goals to enhance entry to healthcare, and it communicates the benefit of the method with cartoon mascots throughout all of its advertising and marketing communication channels.
In spite of everything, cartoons make us really feel like youngsters once more, and boy, had been issues simple after we had been youngsters. See ZocDoc’s charming collateral on the web site’s private account web page.
Construct Higher Branding Consistency
Now that is soul mate materials, proper? Lots of these manufacturers use playful, artistic, and conversational tones, whereas others desire extra severe, thought-provoking approaches. Regardless of the tone, you should definitely hold it constant throughout all channels to offer your prospects a model they’ll rely on.
Editor’s notice: This text was initially revealed in March 2013 and has been up to date for comprehensiveness.