Spotlight On: Brand Consistency

By Adam Newlands · September 25, 2015

Building and maintaining brand consistency requires dedication and persistence. But the hard work is well worth it because an effective brand inspires trust, strengthens an organization’s reputation and builds credibility. Here are three ways to ensure brand consistency:

Survey current brand awareness

Ask your team members what the organization stands for to them. Then do the same with your audience. If the answers are consistent and in line with your organization’s objectives, you have the beginnings of a strong brand.

Determine brand values

List your organization’s top five values. Use these to determine your organization’s tone of voice. Is it friendly and approachable? If so, whimsical illustrations could be used on social media. If it’s authoritative and serious, a stark photographic approach may be more appropriate.

Set brand standards

Use your brand guide and share it widely. Each employee should know how to properly communicate the brand. Ensure your website, social media accounts and printed pieces are in line with your brand. If you don’t have a set of brand standards, consider developing one. If possible, seek expert help on this.

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