Consistency: The Secret Ingredient for Branding Success
Your brand is something that can occur organically. Corporate values, a certain personality, and the target audience segments you engage with most can all contribute to how your firm’s image develops. More commonly, branding is the hard work of marketing experts who understand how to research an audience and position products and services accordingly.
However your brand came about, you need to do just one thing to increase its visibility: Be consistent. Once you’ve established your brand guidelines, follow our brand consistency tips at all times.
Keep Your Voice on Brand
Yes, even when receiving criticism. This can be challenging for tech startups unused to a potentially cruel marketplace. Not every client is happy all the time. What builds your brand is how you respond to complaints and criticism. Be accountable, be transparent, and be consistent. Experts agree that how you respond to a complaint is at least as important as why it happened in the first place.
Hardwire Brand Messaging into Everything
Every digital marketing asset must utilize your brand messaging framework. Your framework should document every aspect of your brand, from headlines to tone of voice. Refer back to it frequently to ensure you’re achieving consistency in every client interaction. By doing this, you start to associate your products or services with your brand and the qualities of that brand: Excellent service, reliability, or social responsibility, for example.
Work on Your Brand Recall
When you focus on consistency, you improve your brand recall — how easily your clients recognize or remember your brand. Ideally, you should be able to post a piece of branded content without your company name on and viewers still immediately know it’s from your firm.
While that milestone might be far in the future, consider the factors that you want to be recognized for. You could use content strategies, influencer marketing, or earned media to connect your brand to:
Trusted names in your market.
Excellent customer service — from reviews or testimonials.
Work in the community.
Being a fantastic place to work —consider asking employees if you can share their stories.
Having a passion for your industry — talk about your company history and how you got to where you are today.
A good question to ask is, “Would I share the content I’m posting online?” If the answer is, “Yes,” the chances are you’re creating some great branded assets.
Final Word
Tech startups don’t have to go through the challenging process of brand positioning alone. Book a free 15-minute introductory call and let’s see how we can help increase your brand visibility permanently.
Need more tech startup branding and marketing strategy insights? Subscribe to Arch Collective's newsletter.
