Consistency is key when it comes to brand power

Consistency is key when it comes to brand power

Consistency is key when it comes to brand power

Your brand – your business name and identity are a key asset for your business.  It is how people recognise and remember you and decide whether to start or continue using your products and services.

The image of your brand is critical – it needs to send the right messages about who you are, what you do and what makes you different to anyone else.  However, once you have got that image right you need to make sure you repeat it over and over again – so that every single piece of information people see about your business has the same branding.  Be it websites, email signatures, business cards, compliments slips, e-mail newsletters or even advertisements, reinforcing your brand by repeating the same consistent image builds the power of your brand and creates a stronger association in the mind of your audience.  

This is particularly important when it comes to rebranding.  If you do decide to update your image you need to make sure you do it as quickly as possible, changing everything at once.  A mixture of identities will dilute your communications, whereas a strong, consistent message will reinforce it.

There are many theories about how many times we need to see an image or message before we remember it and particularly before we consider acting up on.  Three times, seven times, or even twenty times according to Thomas Smith, a nineteenth century London Businessman (1885). Whichever number is correct, they all agree that the more frequently people see a message the more effective it will be – so consistency is key.     

Our design VA Kate can ensure you have the right brand image and help you maximise the consistency of that image across your marketing materials.  Please give us a call on 01483 332220 or email us at office@getaheadva.com to find out how she can help.

 




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