Consistent brand messaging is key for brands looking to build trust as it helps create a lasting relationship with the audience.
A clever tagline is all well and good but, in today’s busy marketplace, if that messaging isn’t consistent across all platforms, audiences will be left feeling confused about what the brand stands for. However, achieving that consistent branding is not as easy as it might seem.
Why is consistent brand messaging difficult?
It isn’t easy to maintain consistent messaging in such a dynamic marketplace and sometimes this can be made more difficult by an organisation’s structure. For larger enterprises there can be the challenge of ensuring copy translates into multiple languages and remains suitable for all cultural contexts.
Even domestic-only organisations can struggle by having a number of stakeholders involved. It’s not uncommon for visuals to be adapted by sales or customer service teams, or for copy messaging to be ‘tweaked’ and evolve over time. In the long-term, the drip-drip effect of these changes weakens the overall message.
Despite having a sound brand strategy, sometimes messaging becomes mixed as organisations grow. The speed of growth for some companies, as they introduce new products or break into new markets, means that it’s hard to keep assets aligned. Again, a small tweak here or a bit missed there can compound over time to a portfolio of messaging that muddies the water.
Finally, the number of channels a brand might want to be seen in is bewildering. From multiple social platforms, paid and organic web audiences, print or physical products it poses considerable difficulties to keep visuals and text aligned.
Given these challenges, it’s unsurprising that so many brands trust their message management and cultivation to creative partners who have the skillset and capacity to be the brand and message custodians.
Building trust through consistent messaging
Brands that deliver clear consistent messaging are more recognisable and memorable in a crowded marketplace. Whether the messages that you are communicating through your visual brand assets – your logos, colour palettes, iconography style – or in the tone and style of your copy, consistency means that your work is easier to spot and easier to remember.
It was Groucho Marx that said: ‘Those are my principles and if you don’t like them…well, I have others’. Certainly there is a risk that the same idea can be applied to marketing messaging in the hunt to resonate with an audience. However, it’s not just that speaking with one voice is more effective and efficient. It also makes a brand more trusted by their audience as consistency communicates a sense of authenticity, rather than an impression of ‘flip-flopping’ across ideas until you find something that lands. Ultimately, this leads to stronger relationships and greater customer loyalty.
The corollary of this greater customer loyalty via consistent branding is that customers are then more likely to become brand advocates, amplifying your messages further and wider. In turn, these messages are recognisable to new audiences because of their consistency, and so on. The virtuous circle of consistent messaging continues.
Made: the UK marketing agency you can trust with your messaging
At Made, we know that consistent branding is key to building brand trust. We’ll work closely with you to develop a brand strategy and messaging that strengthens your brand, producing unified communications that align with your values and goals. We’ll ensure it works across all platforms and engage your audience in memorable ways that truly resonate.
As your brand partner, we’ll help craft a framework that ensures you speak with one voice across all platforms. Delivering a unified, clear, coherent message will make your brand more recognisable, reliable and create a lasting connection with your audience that, ultimately, builds your long-term success.
Contact us today and let’s build your strong, clear brand voice.
