In recent blogs, I’ve talked a lot about the importance of creating an experience with your brand. Before we dive into how you can make sure you’re creating a consistent one, let me first explain to you what I mean by a brand experience.
“A brand experience can be defined as “all the interactions people have with a product, service or organization” (The dictionary of brand).
It comes down to everything someone knows about a brand. Your perception of a brand is formed by every direct and indirect action with it. So it’s extremely important that you’re creating a consistent experience across every touchpoint.
Let me give you an example. Let’s say you’ve been looking to invest in a business coach for awhile. You’ve found one that you really resonate with when you see their posts on social media, so you schedule an initial consultation call. But when you get on the phone with them, they seem completely different from the image portrayed and you don’t feel a connection with them. This is a prime example of an inconsistent brand experience.
So now that we know what we want to avoid, let’s dive into how you can make sure you’re creating a consistent brand experience.
1. Be authentic
One of the easiest ways to avoid the scenario I described above is to show up as authentically you in your brand. Don’t hide behind what you see others doing, or try to imitate others that you see being successful. Customers can tell when you’re being inauthentic. There’s a quote that I love that sums this up nicely: “The most exhausting thing you can do is be inauthentic.” – Anne Morrow Lindbergh.
2. Be consistent across all visual elements
One of the easiest ways to ensure consistency in all your visual elements is to develop a brand guide. Your brand guide is the ultimate document you need to maintain consistency in your branding! Consider this your “brand bible” – it should include all the necessary deets to ensure that you know exactly how you want your brand to look and feel at a glance. I wrote a whole blog article on what you should all include in it – you can check it out here.
3. Create clear processes
One of the most important factors in developing a strong brand is the “know, like, trust” factor. You can have the first two down, but if you fall off when it comes to building trust, you’ll lose a potential client. This is why developing clear processes is important. Outline what the process looks like to work with you, and make sure that you stay consistent with it and do what you say you’ll do when you say you’ll do it.
4. Develop a clear brand personality and voice
All your communications pieces will become so much more clear when you have a defined brand personality and voice. When you think of your brand as a person with a distinct personality, it becomes easier for consumers to connect with your brand on an emotional level. It also helps to differentiate you from the competition. Need help getting started? Check out my FREE brand personality checklist where I’ll teach you the exact 5 steps you need to take to begin building a personality-infused brand that will help attract your ideal clients.
5. Repeat your message
This isn’t to say to drone on and on about the same thing over and over again. What I mean by this is that it should be crystal clear to your audience what your services are and how you can help them overcome the problem they are having. You can say the same thing in different ways. What’s important is that the truth of your brand is coming through clearly.
There you have it! My best tips to get you started on creating that consistent brand experience.
Need more help on your branding journey? Let’s chat! Book a FREE brand clarity action plan call and we can discuss where you’re at right now and how I can help you moving forward.
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