BRAND CONSISTENCY IS IMPORTANT IN WEBSITE DESIGN AND DIGITAL MARKETING

Have you ever come across an advertisement for something that looked completely out of place or strange?

This could be the classic example of a business stepping out of its lane. Brand consistency is essential for effective marketing. You run the risk of confusing potential clients if you don't have it.

Brand consistency can be a key aspect of digital marketing and website design. It has many benefits for a business. This article will discuss the importance of brand consistency and how it helps businesses reach their goals in today's digitally competitive landscape.

Nearly all businesses in America have a problem with brand recognition. Few people in America recognize the names of top American companies. The rest of us must fight to be acknowledged by those we wish to do business.

The process of maintaining and establishing all visible aspects of your company is called brand consistency.

ESTABLISHING IDENTITY

Branding helps to establish the identity of your business, making it easier for clients to remember and recognize. Consistent branding and messaging across marketing channels creates a strong image for the brand that customers can easily associate with your business.

It takes a lot of effort to grab our attention in the midst of all the noise we hear every day. Even more is needed to hold our attention and to motivate us to connect with any business.

My son and I would go to Home Depot's weekend workshops to make birdhouses, and other wooden creations when he was a little boy. Home Depot is still his first choice for tools and parts twenty years later. It's part of his identity.

BUILDING TRUTH

Brand consistency is a way to build trust among customers. Customers are more likely trust a brand when it presents a consistent message and image across all marketing channels.

When my son was a child, he would throw himself in front a train to get a Happy Meal. Not because the toy was so important (although it was), but because the "yummy stuff" that came in the package was always there.

Improving Recognition

Brand consistency improves brand recognition and makes it easier for consumers to remember and find a business. In today's digital world where there are too many choices for customers to count, this is particularly important.

Experts say that 7-10 "touches", or interactions, are needed for people to recognize your brand. But in reality, it depends on the person and the company. For true recognition to happen, there has to be at least a slight interest or need in what the company does.

IMPROVING CREDIBILITY

Consistent branding can enhance the credibility and reputation of a company. We can't even think of one instance when trust wasn't the main question a website visitor asked. The trust factor varies depending on the type of company. Trust is a major factor when dealing with any business. I trust my heart surgeon more than an appliance repairman.

A website that is well designed and accurately represents the brand's mission, values and aesthetic can help establish trust and credibility among potential customers. We suggest that you add "trust badges", which are symbols, logos or icons to help visitors understand your brand. They can be local Chamber of Commerce (if your business is a member), BBB logos or awards.

A BETTER USER EXPERIENCE

A bad website can be compared to an advertisement for your competitor.

Why? Simple. Are they going to trust you if someone visits your website, and it's an old site with bad navigation and isn’t mobile friendly? They won't even consider it. Your competitors will steal them away.

Consistent branding can make it easier for users to navigate a site and find the information they are looking for. This can increase customer satisfaction, and the likelihood of them returning to your website and making purchases.

SEO

Consistent branding can improve search engine optimization and make a site rank higher. A website that is well-designed and consistently branded will be more likely to offer a positive experience for users, as well as being favored by search engine like Google.

Does this sum up SEO? It's not the whole picture, but it is a part of what Google wants to see in its search results.

A PROCESS FOR BRAND CONSISTENCY

A well-defined branding strategy is the first step in achieving brand consistency for website design and digital advertising. Brand strategy defines a brand's target audience, its values and personality as well as the purpose of the brand. The information used in the brand strategy is used to develop the visual identity of the company, which includes its logo, typography and color palette. Here is the process:

ESTABLISH BRAND GUIDELINES

To achieve brand consistency, the first step is to create a set brand guidelines. These should include information about your company's values, mission, target audience and visual identity.

It is important to communicate this strategy to all those who create content, so that everyone understands the guidelines and follows them.

Design the website with consistency in mind

When designing your website, ensure that all elements such as the headers, footers, and page layouts are consistent with brand guidelines.

CONSISTENT GRAPHICS AND IMAGES

Images and graphics on websites and digital marketing materials must also adhere to the brand guidelines. Images and graphics should be relevant to the products and services of the company and complement its visual identity.

CONSISTENT MESSENGER

Messages used in digital campaigns and on websites should be consistent with brand guidelines. It is important to use a tone and language that are consistent with the brand personality of your company.

REGULAR REVIEW and UPDATES

It is important to review and update brand guidelines regularly to keep them relevant. It is important to keep the brand consistent and current, as the company grows and evolves.

Brand consistency is crucial in digital marketing and website design. Following these steps will help companies create a recognizable and strong brand that their customers can easily recognize and remember. A consistent brand can build trust, credibility and drive customer engagement and loyalty over time.