Brand continuity is an idea that all communication channels between your customer(email, live chat, phone calls, etc.) and your brand should look and feel like they’re coming from the same place. The idea is that you should strive to give your customers the most consistent experience possible, no matter how they choose to contact you. A successful brand continuity requires you to strike a delicate balance and, if you’re not careful, you can end up sabotaging everything you’ve worked so hard to build before you even realize a problem.
Brand continuity is an essential concept because you can seriously damage your business by failing to use consistent advertising methods. As a business owner, It gives viewers something to recognize every time it is heard or seen: the same color scheme, the same logo, the same radio jingle, etc.
Social media platforms present a unique challenge to brand sustainability. By its very nature, every form of social media presents content differently. In addition, they use photos, videos, and text to target audiences with specific interests, which means your brand must fit into each form of social media while maintaining the same look.
Why Brand Continuity Is Important
Brand consistency is essential for success as it helps businesses reinforce their image. The more times customers see the same message or image, the more likely they are to save it. Integrated branding is essential for chain businesses such as retail stores, grocery stores, and banks. The core idea behind brand continuity is that the customer should get the same approach and experience from any chain branch, wherever he is. Brand consistency ensures your business market visibility, a credible image, and a much-needed competitive edge.
For example, imagine if a particular business does not take a coordinated approach to its marketing efforts and regularly changes its logo colors. Or if one of its staff members has decided to change the branding message to suit their own tastes.
Targeted Customers would be confused by the mixed messages, and skepticism would begin to grow. A distinctive brand makes it difficult to build a strong reputation, and it’s little wonder why digital marketing departments spend a significant portion of their budget ensuring the coordination and consistency of their brand.
Here are six tips for maintaining brand continuity.
1. Communicate With Staff
Ensure everyone in your company understands the “feeling” you want your brand to convey. Employees need to manage social media pages and, even more importantly, interact with customers on these platforms.
Imagine a customer is asking a question on your company’s Facebook page. The duty personnel responds to inquiries promptly and succinctly. On the next day, the customer asks a follow-up query, but another employee is on duty. This employee does not know that he must check the website regularly to ensure a quick response. As a result, after a day goes by, the employee sees the inquiry, responds with a long, rambling message, and neglects to invite the customer to ask follow-up questions afterward.
In this situation, two different voices were heard, which could confuse the customer and cause a loss of trust. However, if all company employees are on the same page, this is unlikely to happen.
2. Adopt The Right Design
Your unique voice is expressed through your logo and the colors, fonts, and designs of each piece of content you post. Your design should complement your logo and be consistent with your business theme (for example, a legal service may not want to use a Comic Sans font, and a gardening supply store may recommend green and brown instead of hot pink.)
3. Reuse Your Core Values With A Tagline/Slogan
Many of the world’s biggest brands have attractive tag lines. For example, Nike has “Just Do It,” and Apple has “Think Different.” They keep using these slogans not only because they work But also because they reflect the core beliefs and purpose of the brands that use them. When your tagline has deep meaning, you’ll find more use for it within your content to support brand awareness and attract users.
4. Establish Your Brand Voice
Brand voice is something that you absolutely cannot ignore if you want your branding efforts to be successful. Every popular social media account has different voices. Some accounts share encouraging and thought-provoking content, while others focus on humor and wit. Find your brand style, personality and show it through your content. You can study other popular accounts to understand how it works.
Start by saving existing examples of companies that reflect the sound of the brand you want to emulate, and then rephrase those examples in the context of your business.
5. Monitor Results
Results measurement and performance tracking are essential to improving brand continuity. Verify whether a strategy is working by measuring and evaluating the results. Doing so provides clarity about your position and the changes needed to maintain brand continuity. Then, regularly monitor and evaluate strategies to ensure that your communications yield the right results and maintain adequate brand consistency.
6. Be Recognizable In Everything You Do
How many times have you been to the supermarket and didn’t see the product you wanted because the brand changed the packaging?
It seems so elementary to be pointing out that you should always be you, but it only needs saying because there are too many brands that get bored with being themselves.
The ability to say “we don’t do it” takes awe and courage in today’s world because it sits alongside the “we can’t do it” duality. When consumers open their eyes wide, you’ve done it right. If they roll their eyes, you have gone too far, or you haven’t gone far enough. The familiarity is not about you. It is about what consumers look for and take comfort from it, which prevents them from looking elsewhere.
By following these six steps, you can easily manage your brand continuity in 2021. If you want to grow your business along with brand continuity, you can contact us. Our experts are here to help you for free. Call now!