Consumers always purchase products from the brand that they know and trust. This means that as a business owner, you need to interact well with your customers and by doing this; your customers will identify you, primarily through consistent branding. When consumers know the identity of your brand, then they will build a relationship with you, they will trust you and then purchase from you. It’s what we know as the ‘know, like and trust’ factor.
Whether you’re a retail store, cafe, online shop, boutique or even non profit organisation, your brand needs to gain proper exposure and social media can help you in reaching your target market by spreading the message to your target audience.
Social media is a cost effective way of advertising a company’s products or services but you should consider the importance of consistency in branding. You don’t want your customers to be confused that’s why it is important to have consistency.
But why is consistent branding important?
- Brand consistency takes your product to the next level of marketing by bringing a level of professionalism to your business. Look at a name and slogan for your business so that your customers can easily identify you. When your customers see your logo, it should evoke emotion, and create the urge to purchase from you without even asking for them to do so. You should have a consistent display name on all your social media accounts, like Facebook, Twitter and Instagram. This is important because having different brand names will have the notion of confusion to your customers and this can result to your customers questioning your brand’s official name.
- Brand consistency is about building trust. A customer buys and trusts the brand that they know and recognise. When consumers are trying to find a certain product, it is not just about the name but there is also an emotional decision that takes part so as business owners, you should engage your consumers on a personal level. With consistency in branding, it will engage to your customer’s emotions and through this, your brand will be trusted.
- When you have consistency in your brand it will not create any confusion to your fans. One of the reasons why you have a fan page is to promote your business and what you offer. The goal of social media is to reach your audience and other potential consumers so if you will be inconsistent then, this will lead to your customers to not follow you because they might find it confusing.
Developing a consistent brand may be challenging but once you know the importance in your business then you won’t find it hard and you will see that your efforts will have a positive outcome in your business.