How To Create Brand Consistency On Social Media

Whether you’re an owner of the small business, just creating a start-up, being an independent consultant or CEO of global Corporations,  branding is the essential factor to ensure your company growth and further directions.

It’s important to understand that branding is not only about the visual elements, such as logo, design, fonts, and colors. It’s far more than that. Branding is done verbally: how the business communicates its name, mission statement, values, visions.

Done internally: how the business operates, company policies, customer service, HR processes and the way it delivers services.

There are many attributes that a good brand should serve:

  • Trustworthy: a good brand should not bring you any doubt when you have to build a working relationship with them (building their products, using their services, etc.)
  • Memorable: take out all the complexity around your brand, narrow down your slogan into 3-4 words, keep your logo simple (Apple, Nike, Coke-Cola), simplify customers’ journey and stay consistent with your services. 
  • Adaptable: the market changes, the new trends come, so you need to ensure your brand is keeping the core values, the essence of the company but yet, adjusting it’s external and internal operations to match with the latest market demands.

“The internet is a cesspool. Brands are going to rise to the top – Eric Schmidt (former CEO of Google)”

Ultimately, a good brand should adapt to any market changes. Below is 7 reasons, you should be doing rebranding.

1. The Target Demographic Has Changed

Does rebrand help you to take the relationship with your audience to the next level, or help you expand it to the next demographic?

You may have an excellent brand design, communication for small business owners, but they might not fit into the interest of bigger organizations, that now also can be your potential customers. By properly expanding your offerings to different demographics or groups, you will have an opportunity to grow your market share.

Just like anything else in this world, trends are ever-changing, a new generation comes as time goes by. As your core audience gets more mature, your brand needs to either adapt to them or make adjustments to target the next generation.

2. Customer Behavior Has Changed

Does rebrand help you to take the relationship with your audience to the next level, or help you expand it to the next demographic?

You may have an excellent brand design, communication for small business owners, but they might not fit into the interest of bigger organizations, that now also can be your potential customers. By properly expanding your offerings to different demographics or groups, you will have an opportunity to grow your market share.

Just like anything else in this world, trends are ever-changing, a new generation comes as time goes by. As your core audience gets more mature, your brand needs to either adapt to them or make adjustments to target the next generation.

3. The Competition Has Changed

Perhaps, when you just launched your brand, no one else was serving your particular target audience. But as time goes by, there is more and more competition arrives, your brand must be ready and adapt to that.

You need to pay attention to your competitors if they start offering something fundamentally different, adding more services, or the industry becomes commoditized and now everyone looks and plays by the same rules.

Without identifying those factors, you really can’t adjust your brand to the new changes, therefore, potential miss on revenue can be applied.

4. Technology Has Evolved

This goes without saying, technology evolves all the time. To make sure it won’t hurt your brand, from time to time you might need to reposition your values, in order to keep up with competition and fully adapted to the new environment.

5. The Service Has Changed

Initially, you may have started offering one service, and as you grow you have started offering more. Or vice-versa, due to the market change, you had to specialize with one service, eliminating the rest weren’t successful.

Your brand may have pivoted, expanded into new product lines, entered new markets or built a partnership with another company.

Your brand needs to reflect these important changes, and not be left behind to represent your company’s past identity.

6. The Company Story Has Evolved

When rebranding the story, values, slogan, mission statements, you need to ensure that they reflect with the beliefs and core values of your primary audience.

People’s values change over time and your brand needs to adapt with them. As they evolve, make sure your brand is evolving as well.

7. Your Color, Logo, Fonts, Graphics Have Outdated

In that case, you should refresh the visual elements of your brand. You could either conduct a survey through your consumers, having them to share their voice on which new design (logo, color pallets, fonts, banners, etc) is appealing, this way they would even feel more engaged to your brand and will have a sense of ownership towards your services.

Or simply try to make the visual elements more flexible to the market changes, easily scalable due to the simple graphics, lack of stacking, and give them minimalist yet powerful feel.

If your brand was intentionally designed to be modern, cutting edge and stylish, you should definitely rebrand as markets’ styles evolve constantly.

Conclusion

Just remember a few things, as a company, you want your customers to remember you, and recommend to others.

If your brand doesn’t have anything that stands out among your competitors, whether its visually or internally, then there is a good chance you will get passed over for a brand that has a memorable slogan, eye-catching logo, and an irresistible offer.

Rebranding shouldn’t be something that has to be done regularly. It is very sensitive and delicate and needs to be treated as such.

A tremendous amount of time, efforts and research need to be done, in order to ensure you are successfully rebranding your company. Once it’s done so, there is no doubt, your brand will get scaled to the next level.

Just always keep in mind to have an offline and online presence of your company, that easily understandable to your customers about what are you trying to portray when they catch a glimpse on you. Effective branding must start from the inside out.

What are your favorite tools to rebrand your company? Let’s discuss in the comments👇

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