When’s the last time you truly stopped and looked at your website and your branding materials together? Never? Last week? Many businesses find themselves in a situation where their brand identity is set at a point of time online, yet continues to evolve in print or other digital instruments such as social media graphics, emails or individual landing pages. What may seem like an incremental change now, can turn into a significant brand shift several iterations down the road. Here’s why it’s important to maintain consistency across print and digital marketing.
Benefits of Branding Your Business
What led Entrepreneur Magazine to tout that your brand plan is more important than your business plan? While this may be a shocking statement to some, many business leaders realize that branding is at the heart and sole of effectively communicating with your customers. Your brand is often the first introduction to your business — and it’s imperative that you make a good impression.
Maintaining Consistency in Branding
Consistency is one of the core tenets of branding your business, from the logo that you define to the voice that you use in your messaging to customers. Creating this brand requires an eagle eye for details and looking at the big picture, too. It’s all-too-easy to fall into the trap of making changes “just for this campaign”, but your customers can easily become confused by these shifts. Think about how much trouble you have at a convenience store finding your favorite beverage if they’ve made a change to the packaging. Your customers are having the same issues when your brand shifts between campaigns, but often on a much larger scale.
Protecting your brand identity means constantly looking for ways to create a cohesive feel for people regardless of how they reach your business — online, in print or in person.
“Remember, wealth has nothing to do with money, success has everything to do with failure and life is as simple as you make it!” – John Dessauer