When it comes to business, there’s many sales and marketing tactics that will help you grow and reach your goals. But before all that comes into play, I think there’s one thing that’ll be key in growing your business:
A consistent brand image.
Think of it this way:
Your brand image is the “face” that people see. And if they’re not seeing the same face from one place to another…how will they remember you, and then hire or recommend you?
Designing a brand image that’s consistent across all media does require some work. Here’s 2 reasons why your efforts will pay off in the long run:
1) A recognizable, memorable brand image increases your visibility
If you deliberately create a brand image with a consistent look you create a chain reaction. It works like this:
- the logo you invested in features porominently on your website.
- your company colours, taken from your logo, are also the colours of your company vehicles
- that logo is your Facebook icon.
- your snappy tagline is part of your email signatures. Every one of them.
- that same snappy tagline is part of your social media templates, and gets posted over and over
- your social media posts carry the same photos (or same style) as your website
And before you know it, “people are seeing you everywhere!” And remembering your business.
Creating a recognizable brand image happens across many contact points. People need many “touches” before they even remember your business. So help them.
2) Confused people don’t stick around
If someone is checking you out, they expect to find a common thread so that they can “get to know you.” If everything is different from one platform to another, without any common items tying them together, chances are, they will end up confused and unsure whether they want to contact you at all. They are not “seeing” the same business from one place to another, and that does not create trust.
Let’s be honest: creating a consistent brand image is, in essence, creating a “trail of crumbs” to lead potential clients to your door. If you’re not sharing the same consistent message, in a similar tone, using similar (or even the same) visuals, across different media–it will be difficult for people to connect with you.
Let’s say someone in your network is looking for your service and decides to check you out. First up is a visit to your website. Second, he will probably click on the social media icons. So he visits your Facebook page-which turns out to be nothing like the website.
Perplexed, he pokes around some more, and visits your LinkedIN profile. There, he finds none of your articles-or images-relate to the business you have. He’s not sure why you’re all over the place…and at that point, he notices your competitor or goes to her website instead.
If people don’t see similarities, they get confused. They have to work too hard to find you. And confused people aren’t likely to become clients.