With a myriad of social media channels, it’s important to understand how to survive and stay relevant in today’s market. It can be nearly impossible to do that without maintaining a constant presence on all mediums. Within this constant presence however, businesses need to keep branding consistent across all platforms.
What is Brand Consistency?
A company’s brand identity describes their mission, vision, logo, and essentially everything that makes a company stand out from the rest. It is all of the parts that form a company’s character.
Brand guidelines are essential elements of brand consistency and include the rules of how a company uses their assets.
When a company adheres to their brand’s identity and guidelines, the company is keeping their branding consistent. Brand consistency is crucial and ensures a company’s brand is recognizable across all marketing channels. This validates the brand’s dependability and trustworthiness in the eyes of consumers.
Importance of Understanding Platforms
Each social media platform is different in the sense of what drives engagement and what audiences populate those platforms. Certain platforms work better for different brands. For example, Twitter is a platform for short and topic related conversations; whereas, Instagram is a highly visual platform. Understanding each platform is key in deciding which platform works best for your brand.
A big mistake brands make is thinking that marketing is just the process of getting in front as many people as possible. They are hopeful that in doing so, their content is compelling enough that the end user will buy what they are offering. Think about your purchasing decisions: Do you see an ad and automatically buy what they are selling? More than likely, you practice due diligence. You compare other products and prices, read reviews, and research the product or service.
It is vital to keep branding consistent. As our ability to create and send marketing communications increases, it becomes easier to gloss over brand consistency in order to have immediate results. Immediate results can result in distraction and confusion of a brand. Take the time to build your brand identity and guidelines. Then learn about each platform you want to utilize before rushing marketing communications to consumers. SCB is a full-service video production company and marketing firm that specializes in business marketing. Our dedicated team of experts understands the importance of brand consistency when staying relevant in the digital world. The last thing you want to do is confuse consumers. We ae here to help, so contact us today with any questions!
