The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
There are many mistakes that people make when setting up a business. One of the most common is not being consistent with your marketing. Without consistency, it’s hard to cultivate a brand image and your message can end up being quite confusing.
Here we’ll take a look at why a consistent brand is important and how you can achieve it. The right marketing strategy can benefit your business in many different ways.
Why consistency is important?
It’s almost impossible to create a good brand without consistency. If you go to a McDonald’s restaurant in one state, it will look almost identical to one in another. If you go onto their website, the colors and font will all be the same as in the restaurant.
There is a reason for this. It helps to create brand loyalty and a familiarity with your business. Once you become a trusted name, people are much more likely to not only come back to you but also recommend your business.
That familiarity extends to your marketing materials. Whether it’s a Facebook post, a business card or a YouTube video, the users should know that it’s ‘you’. It will give your business the best possible chance of success.
Creating your marketing materials
Whatever marketing materials you are using, you’ll want a theme to run throughout them. One of the most obvious places to start is with a logo, which you can create here. You can place this on anything that represents your business as you want as many eyes on it as possible.
There are many great places to create marketing materials such as Canva.com for leaflets andfor your business cards. You should also put the same effort into your online posts as you do with your offline marketing.
It’s also a great ideal to combine them too. If someone is looking at your website, you can offer reading materials such as a brochure. If you are giving someone a business card, it should have your website and socials on here.
How to be consistent
It’s all well and good saying that you should have a consistent brand but what exactly does that mean? Well here we take a closer look.
Logo
Along with your name, the logo is going to be the most memorable part of the business. You not only need to use the same logo on all of your marketing but you should keep it the same color.
Font
The font is one of the most underrated aspects of setting up a business. It can be overlooked initially only for you to spend hours trying to get it right. If you’re struggling, then Fontjoy.com can be a great resource. Once you have a font, you should stick to it on all marketing.
Personality
A big part of your brand is the personality you want to put across. Some companies try to be light and humorous while others want to be serious and professional. You shouldn’t have a fun flyer but a 100% serious website. You need to give off the same vibe, whether that is online or offline.
Slogan
It can be a good idea to have a slogan. It’s a short snippet such as “Just Do It” which accompanies your logo. It should be short, snappy and memorable. Don’t have different slogans for different marketing tactics, stick to one.
Many people try to appeal to everyone but it’s never a good idea. If you’re marketing then you should know your demographic. Don’t have a poster that appeals to teenagers but a website aimed at the older generation, it makes no sense.
Conclusion
It can be the hardest thing in the world to keep it simple but that’s what you need to do. You don’t have to have a million different marketing designs. Stick to your brand and in everything you do, stay consistent.
