How to keep your Brand Consistent and Creative

How to keep your Brand Consistent and Creative

There lies a thin line of difference between creativity and divergence, especially in the marketing world. Companies tend to focus diligently on being consistently creative. We understand why they do this – to keep on building a hype around their brand. While this can be a great way to be creative, this may affect the brand in the long run, if it doesn’t remain consistent. So how do you create a brand that is consistent and yet creative?

We all, as marketers have certainly heard the phrase, “Lets create something new and completely different” at some point or other. Innovation and newness are extremely important when it comes to designing a campaign or even a single creative. But the key focus should be to do so within the boundaries of consistency. This is where the winning zone of brand consistency importance lies for keeping up the buzz for any brands. After all, when it comes to creating a brand that lasts for generations, brand consistency is everything!

But how does one attain this consistency for brand identity?

1) Create an identity that connects with you and the TG

Building a brand identity is very important when it comes to connecting it with the target audience and the organization both. A brand should resonate with an organization’s DNA as well as establish a connection with the target audience. The branding effort needs to reflect through the synchronization of the tone of voice used and the look and feel of it. This, with time, starts creating a strong connect with the target audience who easily recognize the brand. It is then that they start believing in the brand and what it stands for building a strong customer trust. And when a brand achieves this sweet moment of building customer trust is “the eureka” moment for it. Because it is that moment when a customer is made for life.

2) Create boundaries of consistency and create magic within these boundaries

It is very important for any brand to understand brand consistency importance to keep the kindle of fame and recognition blazing. Too often we see a brand trying to resonate with teenagers on social media with a casual approach while opting for a more mature conversation through other means of communication. This eventually creates a disconnect with the target audience who find it difficult to connect with the brand identity.

3) Create an army of brand believers, starting from the inside

Creating a consistent and strong brand should not stop at customers. In fact, it should not even start with customers. The foremost and most important step in branding strategy is to convert internal stakeholders into believers of the brand.

“Define why each stakeholder should choose your brand over the competition” – Alice Temperley, Temperlay, London

When employees connect with the brand and believe in what it offers to the world, they become a part of your movement to create a larger good and are more committed in delivering as per the larger purpose of the brand. When a team believes in the company’s vision, it ultimately helps create and improve brand consistency, not just in terms of advertising but also in terms of customer satisfaction.

To sum up:

As Elon Musk rightfully said, “Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” and for every brand to build a successful brand identity, it is very important that it builds a strong perception while being creative. But along with this creativity lies the road of consistency for every brand to reach the destination of impressive perception of their customer.

If you are looking forward to kickstart your journey of creating a brand of your own, get in touch with us. Let’s build your brand identity, together!

By auraa_admin

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