• The marketing industry has experienced a serious transformation in the past 10 years, with companies constantly employing new tactics to help them get their brand message across. From understated approaches to the tongue-in-cheek activism-charged campaigns, no matter what approach you take you have got to ensure that it is consistent. Here, we join Precision Printing, digital printing to investigate…

    A trusted brand

    Classic household brand names don’t achieve this prestigious title overnight. Gaining this level of association with your customers will require your marketing to be consistent. Consistent marketing helps to make products and brands seem dependable, as the customer has a criteria of qualities that they immediately associate with a product, meaning they are more likely to return to it. In order to become dependable, your brand needs to avoid mixed signals — for example, you couldn’t really have a social media presence as playful as that of Burger King, then present a sterile, plain product. By keeping your band guidelines central to your marketing, you’ll develop consistency by keeping your brand aligned to its core values, making you overall more dependable and trustworthy.

    The popular holiday rental company Airbnb make regular use of user-generated content to convey their dependability as a brand, by demonstrating to customers how their products fit the criteria which they have outlined. By consistently doing so, the brand seems more human and relatable, showing the reality of the service and placing value in the customers who use it.

    Build something that sticks

    Consistent marketing can help to create a presence for your brand that is entirely its own entity. Brands should always be focusing on what sets them apart from the rest, and these features should be emphasised in every campaign. In doing so, you’ll create a presence which is synonymous to your brand, so your customers build recognition which you can trigger through the simplest of actions — from seeing a simple logo to watching an advert.

    Many iconic brands across modern culture have mastered their simplicity in a way which embodies their brand values and guidelines, which over time has helped to solidify the signs which symbolise their presence — consider those famous golden arches of McDonald’s. By choosing to be consistent with the physical presence of your brand, over time you’ll become more recognisable.

    Be exceptionally unique

    If you want to really connect with your audience, then your brand needs a character that your customers can identify with. Consistency can affect this though, and if you aren’t careful with the persona you’ve created then your brand message risks getting convoluted. The beauty and skincare company Glossier have designed a unique, quirky style for their marketing, and it never wavers. From social media posts to their email marketing campaigns, Glossier has mastered a friendly tone of voice which resonates with their loyal following of beauty addicts. The brands ‘Millennial Pink’ hue alone is a force to be reckoned with, and a study by DesignAdvisor found that 80 per cent of brand recognition often comes from colour palette alone. This level of consistency has secured founder Emily Weiss and her brand value of $1.2 billion, only five years after setting up shop.

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