According to Think with Google, 62% of consumers expect brands to provide a consistent brand experience, yet only 42% of brands do so.
From the customer’s perspective, brands are expected to be present on every channel, device, and platform.
However, many marketers rush to do everything at once without a measurable plan.
A consistent brand experience requires an effective digital strategy. First, your brand should have a website, social channels, print ads, and branded videos.
Second, you must have strong brand experience in design, copy, messaging, purpose, and systems.
If you want to learn more about consistent brand experiences, read these insights.
What Is Consistent Brand Experience
A consistent brand experience is displaying the same brand identity across all platforms such as social media, e-mail, advertising, e-commerce, mobile apps, and websites.
Specifically, your brand should use the same visual elements in every logo, product, and other material.
Brand experience includes the emotional and psychological relationships built by customers.
A consistent brand means you present your company, the same way across all platforms, and equalize the message that customers see.
Why Brand Consistency Is Important
Having a consistent brand can drive long-term growth and increase market share. In short, brand consistency is about being recognizable, trustworthy, and unique.
However, an inconsistent brand can damage your business reputation and customers will find it difficult to trust your business. Therefore, it is important to have a trusted brand.
Here are the benefits of having a consistent brand experience.
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Builds Trust: If your branding is inconsistent, customers will not trust your business because it looks unprofessional. Therefore, to gain customer trust, you must wisely maximize all platforms.
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Helps customers easily remember the brand: 62% of people now expect brands to provide a consistent experience. So, consistency across all platforms will allow customers to meet their expectations.
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Increase profits: According to a report presented by Marq, brand consistency can increase profitability by more than 20%. Improving brand consistency not only makes your business look good but also affects your bottom line.
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Reinforces brand values: Building customer trust requires maintaining a consistent brand experience and aligning it with your actions.
Brand consistency is important because it leads to brand recognition. When customers recognize your brand, they are more likely to make purchases and commit to your business long-term.
Moreover, they will also recommend your brand to their friends and social media followers.
How to Create a Consistent Brand Experience
Here’s how to create a consistent brand experience across all platforms or departments.
1. Develop Brand Identity
The first way to develop your brand identity is to provide a consistent brand experience. Your brand should represent what your audience wants.
You should also define your brand message to create a good reputation. The message should have words, emotions, and values that will be offered to customers. All these values should be aligned with your business.
2. Have Clear Brand Guidelines
Having brand guidelines is the next way to deliver a consistent brand experience. Brand guidelines outline how your team will present the brand to customers.
Brand guidelines represent your business to customers with brand assets, such as logos, fonts, palettes, imagery, colors, etc.
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What is the size or resolution for fonts and logos
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How to use brand colors or other color blends
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What is the image size for different platforms or post types
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How to use the logo across different channels or platforms
3. Have Interconnected Brand Experiences
The brand experience should be interconnected with elements, tones, or interactions across multiple channels. You should maintain those core elements across your website, app, or social media posts.
4. Map a Customer Journey
You need to find your customer’s journey. Typically, they will start by discovering your brand, learning about your products or services, seeing customer reviews, tracking success, and comparing your business to competitors. In the end, they will decide whether to buy it or not.
Once they’ve paid for it, it’s your brand’s job to turn them into loyal customers. Nurture, upsell, evaluate, and get feedback for your brand.
5. Monitor and Measure
The next step is to monitor and measure performance. Use analytics tools to track reach, engagement, sentiment, conversion, retention, and loyalty.
Identify what works and what doesn’t on each platform. Once you’ve collected it, use the data to improve your products and services.
6. Collect Feedback
Collect customer feedback from various platforms to evaluate, such as social media, websites, email, and other business channels.
If you’re surveying feedback, ask customers specific questions about their interactions with your brand, such as “What do you like most about our products?”.
Give customers room to make suggestions on topics that may have been missed in your questionnaire.
7. Create Templates for Assets
Creating templates for assets, such as banners, blogs, images, or social media can be a time-saver for building a consistent brand experience.
Keep the core brands, such as the logo, color palette, or typeface. Later, your team can create a campaign according to brand guidelines.
Boost Profits Through Consistent Brand Experience
Every click, tap, and scroll is important to build a consistent brand experience. The perfect strategy will gain a satisfying customer experience across all platforms.
You must focus on building a brand experience beyond an attractive look. In the end, the goal is revenue and profit.