It is true that your content creation and brand should go hand in hand. You have to keep them distinct and separate in order to maintain consistency. For some content pieces, the brand’s identity would be at odds with the content and that’s when there is a bigger danger of dropping your branding identity into the content itself.
When the brand and the content collide, it’s all about your messaging. The content becomes a tool, not a message. When the branding and the content get mixed up, it’s a disaster waiting to happen. And it happens all the time. Even when you’re very careful in your branding and messaging. You could very well ruin your brand, your brand identity, reputation, and credibility in a matter of seconds.
This is something that your management and sales teams should be aware of. They have to keep you, your brand, your messaging, consistent.
Imagine the following: You have a brilliant content piece, the most brilliant marketing piece ever. In the content itself, you put the logo of your company. You do this knowing full well that the customer has already gone through several pages of branding and messaging, so of course, you think that there’s a very good chance that this would make for a great experience for the customer.
After all, it was really close to the experience that they had with you last time around and you’re sure that you have great brand recognition in this market segment and they’re also really close to a previous experience with your company.
And so on.
Now imagine that a competitor decides to drop the branding in favor of a more direct message. They drop the branding in favor of an identity. A generic identity that didn’t fit with any particular target market segment or category of customers. An identity that wasn’t brand specific. And perhaps, just perhaps, they did this because they thought that the identity was less effective than the branding.
You might argue that their reasoning was faulty, that the branding was a very effective way of communicating with the customers and if the reasoning was flawed, then the branding was better than the generic identity. After all, with branding, you are guaranteed to achieve the exact same type of experience as before.
And of course, your company brand was never as effective as the other companies logos, right?
Well, the problem with the competitor was that they didn’t take into account the fact that you, as a company, had brand recognition. And brand recognition could be maximized by ensuring consistency in the messaging of the content and branding.
And what happened was that the branding became less effective and less effective. Which then meant that you probably lost customers.
And of course, the customer was the very person that you were most interested in in order to get sales. And of course the loss of that customer was a huge problem for you.
One of the best ways that you can approach a brand identity issue is to first ask your customers if they are comfortable with your brand. And if they are, then you can work on maintaining brand consistency in your messaging and messaging.
For instance, if you receive an email from your accountant, then you should receive an email from your accountant. And if you don’t receive an email from your accountant for a few months, then you should start to receive emails from your accountant.
And likewise, if you have an email from your sales representative, then you should receive an email from your sales representative. If you don’t receive an email from your sales representative for a few months, then you should start to receive emails from your sales representative.
And likewise, if you have an email from your webmaster, then you should receive an email from your webmaster. If you don’t receive an email from your webmaster for a few months, then you should start to receive emails from your webmaster.
Now some of you might argue that you are a new company and you are still establishing your brand. And in this instance, you will probably want to create brand consistency as soon as possible in order to maintain brand credibility. In all seriousness, consistency is a big deal. Because if you have a brand that is consistent and you don’t communicate with that brand, then you are essentially making a brand commitment that you don’t mean it. And that is a big deal for your brand.
But if your brand is inconsistent, then you’re basically trading a brand commitment for brand awareness. And brand awareness is what you really want, because it means that your customers know that you are in business. And if they know that you are in business, then they are going to trust you more than if you are inconsistent in your brand.
And conversely, if your brand is inconsistent, then you’re essentially being inconsistent. And consistency is something that you really don’t want because it also means that your customers don’t know what to expect. And consistency in your brand means that your customers aren’t really expecting the best from you. But consistency is important, so we will talk more about that in a future lesson.
The best way to begin brand consistency is to create consistency in your information. Which essentially means that if you establish your brand, then you need to establish your brand in everything that you say and do. You need to communicate your brand in every facet of your business, because when you communicate your brand, you will establish consistency. And consistency in every aspect of your brand means consistency in the products that you sell and the services that you provide, in every aspect of your business. So brand consistency is important.