July 26, 2013
Spontaneity is exciting, but when it comes to building a brand, consistency is key. Maintaining a reliable brand identity whilst not losing consumer interest can be a difficult task.
Consistency makes marketing efforts more effective and helps build loyalty and trust- the more recognisable a brand the more likely your audience is to engage with it. We suggest that the following points are key:
1. Your voice.
Find a tone that is suitable and resonates with your customer.
2. Consistent graphic design.
Your brand is the sum of its parts, as well as your voice: logo, colours and typefaces should be consistent across your website, social media platforms, e-mails and print campaigns.
3. Evolution/Adaptation.
Stagnation can cause you to fall under the radar so moving with the times is sometimes necessary. It is, however, important to remember that major changes can cause confusion/mistrust in consumers, leading to loss of audience.
One of the largest and most consistent British brands, though they may not seem like one, is our monarchy. They’re an excellent example of a well known, recognisable presence that creates millions in revenue every year by successfully marketing and reinforcing their brand. The rejuvenation of the Royals that we’ve seen in the past couple of years is proof that a stable brand can evolve and refocus to make the most of itself without any damage. The breath of life in this case has been the emergence of younger Royals- in particular Prince William and Princess Kate- with the most recent example of good judgement being the naming of our recently born Prince: George Alexander Louis, names both traditional and safe as well as perennially popular.
Speaking of royals, keep an eye out for our next batch of branded Moleskines…
And in the meantime why not talk to us today to discuss creating your own bespoke notebooks, pens and more!
