When it comes to launching your business, it can be all too simple to forego some of the fundamentals of how to maintain a strong brand identity. With brand messaging and brand identity, sometimes we can forget that while you might start by launching a website, you need to communicate your business across your social media platforms, across your packaging… even your voicemail. All of these can contribute to cohesive and consistent branding.
Here are a few of the key ways for you to make sure that your brand voice stays consistent.
- The Communications Strategy
- Packaging and Branded Assets
- The Content Calendar
- Branding and Brand Identity
1. The Communications Strategy
When it comes to really launching a communication strategy, you need to sit down and ask yourself, what is it that we stand for? What is our brand identity? How do we actually start to communicate that? How does that voice change, depending on the platform that you’re speaking from? For example, what you’re publishing on Instagram would be very different from what you’re publishing on Facebook, even if you’re using the same images. The types of content, and how you’re communicating it, should be different.
2. Packaging and Branded Assets
As we’re making sure that your brand platforms are cohesive, take a look at all of your packaging. Take a look at the hang tags and the labels inside of your garments or products. How you’re showing your brand by that kind of communication, in all those little, tiny details can really help to tie up the brand package and make your customers perceive you in a really strong way.
3. The Content Calendar
Think about what messages you’re sending.Think about it in terms of campaign creation. What are the different campaigns? How do all of the platforms come together? This is where it’s so important to have a content calendar. A content calendar can be anything from something like CoSchedule or Loomly, where you’re able to see all of your social channels and internal communications and align them. You can certainly use project management software like Asana to be able to do some of those things. Or, you can have an Excel document, or you can put it on Google Sheets.
Understanding the cadence by which you are going to be publishing (frequency, the different platforms, and what the voice and communication looks like on those platforms) is ultimately going to be the deal maker or breaker. If you are unable to put forth a consistent and cohesive brand message, what you might find is that your consumers become confused, they don’t know what they can rely on you for and they don’t know what your brand values are. Therefore, they don’t actually convert and purchase from you.
4. Branding and Brand Identity
We’ve all heard this in the past, it takes about six different consumer touchpoints to close the sale. That means your branded communication and that strong brand strategy translate onto all of your printed assets. This also applies to your postcards and any of your bounce-back materials, in addition to your other paid social or paid digital items. How that all translates together, and relates to your campaigns, is going to be a critical point of inflection for you as you start to understand what’s working for you and what isn’t. Later, it’ll help you define and refine what those platforms are and what they should look like.
If you have any questions about how to pull together your brand strategy, or you’re looking for an agency to come in and help you define that communication platform, please send us an email at firstname.lastname@example.org. We build brands, we launch websites, and we can help you define and launch your communications strategy.
Part of maintaining consistent brand messaging means your social media accounts are always on point and on brand! Here’s a FREE DOWNLOAD to help you get it right: “5 Ways to Maintain Consistent Brand Messaging”.