Yes, branding is vital, and more complex than ever. Your brand differentiates you from your competition, plus builds recognition, loyalty and trust. Aligning all of your strategies to maintain branding consistency can be precarious, so here are a few components to keep in mind:
Define your brand
A better understanding of your own brand makes it easier to keep consistent. Scrutinize and analyze your brand as it grows, conduct brand and marketing reviews and adapt as services and products are added. Clearly define a brand strategy to create brand identity standards and defined best practices.
Develop clear, concise messaging that supports your company's values and products as well as represents your identity. The message of your brand should not only be compelling, engaging, authentic and confident, it should remain true to your business. Customers will become loyal to your brand when they know what to expect.
Find your voice
It's somewhat intuitive to know your audience, what they like, and how to reach them. Narrow in on your brand persona by finding the tone and voice of your messaging – is it sarcastic, subtle or witty – that represents your brand and resonates and connects with your customers.
The visual elements and presence of your brand matters, and the look and feel of your brand reflect your business at all times. From the colors and design of your logo to your storefront, packaging, website, marketing and print materials and social media icons, this is often the first point of contact for your customers and creates brand recognition.
Above all else, consistency is vital. Your branding should be clear and consistent at every touch point of customer contact, across all platforms, in every facet of your business. Find a brand ambassador to ensure your branding is consistently executed.