3 Ways Brand Consistency Builds Powerful Connections
Brand Consistency is the Best Way to Emotionally Connect with Your Audience
Anyone can walk through your doors once, but how do you keep them coming back? The consumer is always the most important part of your organization. Without them, you’d be nothing. How do you create a brand that will generate a sense of loyalty in the hearts of your consumers? One that will make them say, “I choose you every time.”
Here are 3 ways you can use brand consistency to build powerful connections.
1. Make a Great First Impression
No consumer out there will fully trust a service they’ve had a bad first encounter with. So, from the minute they walk through your doors, you have to wow them with hospitality, service and anything else that makes your brand stand out.
If you don’t have a storefront, consider how your website, app and social media sites make that first impression for you. This may mean some major tweaks to that out of date site or actual meaningful updates and reviews on social media—but the first impression is worth it.
2. Owning Your Space
This part of the brand consistency equation may be the most important. You need to know where you fall in your industry’s space and how your customers think of you. If you are in the business of fast and cheap, know that and own it. If you are in the business of quality, know that too.
Look at Etsy vs Ebay. Both websites sell a mix of hand crafted items but they appeal to two entirely different sets of the population. While they both serve as a home for people selling items to others, they own completely different real estates in the land of brand consistency. Ebay is consistently cheaper and there are entire blogs dedicated to hilarious order mishaps. But you can order a pack of 12 tile coasters for $1.99. Etsy is consistently more expensive and it’s built around custom orders that may take longer. Those tile coasters can come hand painted and at a price tag of $7 apiece. They are consistent in what they do and each site has a loyal following, they own that space and are known for it.
3. Being Relatable
If you have a storefront this means making sure your staff is friendly, well trained and represents your company. It can be a bit harder than it sounds, but it’s crucial to brand consistency. Consider a message matrix (learn all about it here) to make sure everyone is on the same page.
If your brand is primarily located online, being relatable may mean focusing a bit more on social media. Post pictures of your staff, let people know who they are dealing with via email or messages. Talk about what makes your brand special, maybe include a few personal profiles with things like alma-maters, hobbies, favorite sports teams and pastimes. Being relatable on a consistent basis should be part of your social media plan.
Considering your brand’s first impression, owning your space and being relatable all help create a winning equation for brand consistency. These three areas must be tended to daily to make sure your brand is making real connections with its audience. In the end, the consumer will be loyal to your brand because you’ve established an emotional connection with them; you’ve delivered what you promised, you followed through on who you are, and they will remember.
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