Every business owner knows that branding is one of the most important aspects of marketing, so it’s one of the first things discussed any time a new product is introduced or when a company decides to refresh their image. The emotion brought forth when seeing a company’s branding is intrinsic to the loyalty the customer base has for that brand, so brand consistency is of utmost importance. Of course, it’s easier if the business is of a smaller scale or hasn’t really hit home with a desired larger base, which might actually be the reason for the rebrand.
But when the business is long established and recognized on a world-wide scale, or if it’s doing just fine financially, the need for rebranding is not usually necessary. This is why many marketing professionals have been confused by the recent actions of both Mark Zuckerberg and Elon Musk. For many Facebook users, the need for change did not lie with the name, but rather its policies and procedures. Twitter has had its share of issues as well, but it’s such a recognized name and established entity in social media that most feel it would eventually find its way back to the successful structure and path it was founded upon.
In either case, the jury is still out in regards to how their loyal customers will respond to the changes in the long haul, and if breaking the rules of brand consistency was really worth it. But let’s take a deep dive into branding and why building and maintaining a loyal customer base is rooted specifically in brand consistency.
The Importance of Brand Consistency
While businesses understand why consistent branding is important to their bottom line, it’s worth noting why it’s important to the customers. On a basic level, branding is all about the visual, the products, and the messaging, both internally and externally. But it’s really so much more than that, and it boils down to the feelings evoked by the brand, how it is portrayed by the company in both the artistic and practical, and lastly, how it culminates in customer loyalty.
Though the basics are very tangible, what happens in the cycle of branding brings about something that can’t always be quantified – it’s that special something that causes customers to return time and time again, so if the branding is not consistent, that something special might never be found.
The Importance of a Recognizable Business Name
Choosing a business name is the first important step in creating a brand. Many may think it has nothing to do with branding, but that is the farthest from the truth! Not only should the name be memorable, but it should also be distinctive, simple, relevant, and yet more than meets the eye. Though that is quite the tall order, these are the things that will make the name recognizable – whether that is due to its uniqueness, its simplicity, or the story about how it came to be, it’s how a business name will have longevity and help lead to brand consistency.
Brand Consistency in Logos, Icons, and Color Palette
Ever seen a business’s marketing brochure that has a different color scheme, font, and overall layout design from that same business’s website? It’s more common than it should be, and it’s one of the first signs that maybe the business is in need of more professional help in their marketing department. To the average consumer, however, the inconsistency could easily be interpreted as the business not being trustworthy – and this could have dire consequences as customers will choose to do their business elsewhere.
By streamlining all customer-facing collateral and content, from business cards to social media posts, to brochures and websites, offering a familiar front on all sides is a comfort to potential customers, and will lead to greater brand recognition and hopefully a growing base of loyal customers.
The Importance of Consistent Messaging and Tone
Another way to reinforce brand identity is by using a message and tone throughout all marketing that is aligned with that brand consistency. By maintaining a steady hand on tone and messaging throughout all content and imagery on social platforms, promotional materials and even internal documents, it will help keep the branding cohesive, memorable, and most of all, credible to all those who view it. Businesses should be sure to educate their employees on the brand voice, so that the company’s personality shines through the content, making it relatable and recognizable.
When is it a Good Idea to Rebrand?
Rebranding is not always the right choice, and when the decision is made to enact a rebrand, it needs to be done carefully. Reasons to not rebrand include management being bored with the current branding, it being too soon since a recent rebrand, or if the business is already at a top spot in the industry or on a successful trajectory. All too often a rebrand occurs when it’s not necessary, which is a waste of money, time, energy, and most of all, brand trust.
But when is the right time to rebrand? There are many reasons to rebrand, which include a change in vision or values that are no longer reflected in the branding, or that the target audience has evolved and branding needs to connect differently, or maybe the aesthetic is outdated and no longer feels relatable.
If the business feels that now is the right time to rebrand, something to consider is whether it needs to be a rebrand or just a refresh – in many cases, a refresh is really all that is needed. If the core identity and strategy are not being changed, then refreshing the branding by adjusting certain elements and adding to the existing design can work wonders. If a full rebrand is needed, be sure to consider the audience, the current market and competition, and act accordingly. Taking on a full rebrand should be done thoughtfully to be effective.
As we said earlier, the jury is still out on how the changes made to Facebook and Twitter, now known as Meta and X, respectively, will affect their customer loyalty. While it seems that Meta hasn’t lost to many of its followers at this point, the same cannot be said for X, though there are more reasons for that than just a rebrand. Time will tell what is to become of these two businesses, and we are watching closely to see how it all turns out.
If your business is considering a rebrand and is concerned how it may affect its long-term business, reach out to us via the form below. Blink;Tech is here to help!