Is your brand having an identity crisis? Inconsistent branding is an issue that plagues all SMEs at some point. Branding and company image is something that naturally develops over time, however, when your branding is inconsistent, uncertain, and unbalanced, it becomes confusing for your employees and your clients
It’s tempting to change your brand identity to match consumer trends, however effectively changing your brand’s personality overnight is something many consumers see right through, and you could be causing more damage to your reputation than you think. Ultimately, a consistent customer experience and a strong brand message are what customers and potential leads are looking for. Customers want to feel connected to the brands they use, after all, we take comfort in what we find familiar – so investing your energies into developing a consistent brand strategy is essential for growth. For more information on how to develop a brand strategy and a branding strategy definition, click the link.
Still not convinced? Let’s explore problems caused by brand inconsistencies and how you can prevent them.
Client Relationships Are Harder To Cultivate
Getting sales is great! But you also want to cultivate and develop meaningful relationships with your clients, so they’ll return to you again and again. Consistent branding plays a huge role in this part of the customer journey. Buyers need to be able to trust your company before they make a purchase and feel that they trust you enough to recommend you to friends and family. If your branding is misaligned and inconsistent and you’re persistently missing the mark with your brand guidelines, then the credibility of your business may be questionable. This is a reputational nightmare!
By developing a consistent brand, buyers will trust you more and are more likely to return.
You’ll Never Step Out of Your Competitors Shadow
Your market is saturated and competition for clients is fierce, this is why consistent branding is such a powerful asset to your business. When your company message and branding is successful, you’ll be able to capture the attention of your customers and stand apart from them. High-quality branding keeps your clients engaged throughout the customer journey and when done right, will keep them loyal to you, even if a competitor is cheaper.
Poor Branding Alludes to Poor Quality Services and Products
Did you know that managing your customers’ expectations begins with your branding? If you came across a brand that had a confusing series of misaligned features and discrepancies, what would you think about the quality of their products and services? Inconsistent branding alludes to poor quality products and a business that has very little care for attention to detail. They may treat their clients with the same slapdash attitude!
Investing time and resources into high quality and consistent branding sets your customers expectations for high-quality products and exceptional customer services.
If your business is having an identity crisis, it’s important that this is addressed as quickly as possible. Consider the points above to help you make positive changes to your brand identity.