“A brand is a reason to choose.”
Whether you’re helping clients build and grow their brands or you’re working on your own marketing, consistency is key. If you don’t show up in the same way, your target audience may get confused. If they’re confused, they’re probably not going to buy from you. Being consistent with your brand can help potential buyers recognize you and get to know what your company is about. This can lead to trust and may eventually lead to more sales.
A recent post on the Mailchimp blog covered the importance of staying consistent with your branding. This means using a matching voice, color palette and visual style to help prospects recognize who you are and what you offer.
In this issue of Promotional Consultant Today, we review some pointers from the Mailchimp post on how you can maintain a consistent brand message across your marketing channels.
Develop brand standards.
Staying consistent with your branding requires a solid foundation. Choose a color palette and think about the tone and voice you want to use with the brand. Is the business fun and easygoing, or is it more professional and serious? You should also define how you will display a logo in different formats, the Mailchimp post points out. Some other points to consider include fonts you will use and how often you will communicate with your clients and prospects.
Keep all your marketing assets in one place.
This makes it much easier to stay consistent across all marketing channels, according to the Mailchimp blog. Organize things like product images, logos and color guides in one place where all team members and stakeholders can access them. Staying organized in this way doesn’t just help with consistency — it can also make collaboration much simpler. When working on different components of a marketing campaign, everyone will have what they need without needing to track down a logo or image.
Create a marketing calendar.
The Mailchimp post notes that when you use a marketing calendar, you get a clear view of what you have done and what’s coming ahead. This helps you see how everything fits together so you can ensure a consistent message. It takes some time to build a marketing or promotion schedule but doing so can give you some flexibility to make changes as needed.
Maximize your content.
Every piece of content you create can be repurposed into something fresh and interesting to your target audience. Repurposing your content allows you to reinforce your message with minimal effort, according to the Mailchimp post. Prospects often need to hear messages many times and repurposing your existing content can help you stay in front of them in different ways. So, what are some ways you can mix things up? Try compiling blog posts into an e-book or updating evergreen blog posts with new images or headlines. You could also turn client presentations into a shareable slide deck.
Your brand is how you differentiate yourself from everyone else. It lets you reveal what you offer, what you value and why prospects should buy from you. Take time to maintain your brand and ensure you’re staying consistent with your messaging, brand colors and logo. When you do, you can help create a memorable, long-lasting brand.
Compiled by Audrey Sellers
Source: The Mailchimp blog. Mailchimp is a marketing automation platform and email marketing service.