It is impossible to build a strong brand in a day. What sets a strong brand apart from others? All great organizations have one thing in common: they are recognizable and consistent. Which products you buy and which brands you prefer are most of the time an irrational, feeling-based decisions rather than practical ones.
People are more eager to buy from companies that they know and recognize. Customers dine in McDonald’s restaurants not because the food is inherently better but because they know exactly what they will get when they place an order, no matter where they are in the world. Consistency is one of the principles of building a strong brand.
Predictable may sound boring and, quite frankly, the opposite of innovative, but it works and leads to a mental connection with a brand. Let’s look at an example. This ad comparison is from the . Which of the two ads below do you think will perform better? The translation for the ad copy is: ‘Now temporarily automatic transmission on every BMW’.
Will creativity (A) win over predictability (B)? If it were up to the readers of Frankwatching, where this test was conducted, it would. 75% percent of the respondents prefer advertisement A. However, the first ad had 80% success rate of attracting attention compared to an 89% attention rate for ad B.
In the end, customer attention wins and ad B, the predictable one, achieved more clicks. Consistency and predictability might be less exciting, but they are necessary when building brand visibility and a brand image. Provide a consistent communications and a consistent appearance in order to build trust with your audience.
By giving your whole audience the same (excellent) experience through all channels, you enhance positive associations with your product. This holds true for a social media post as well as the packaging of your product. Consumers are more inclined to choose your product in the future if they know what they can expect.
Let’s take the electronics resale success CoolBlue as an example. They sell the same brands as all of their competitors and have no products or house brands of their own. Usually they are not the cheapest place to buy either. But consumers keep going back and the brand has a great reputation.
Why? Because they are leveraging the inconsistency and unpredictability of their competitors. I, for example, ordered my new washer from them (though it was 50€ more expensive) because I trust that if I have problems with it, they will help me. That is their brand promise. They have consistently been living their promise and that has made their brand strong and given them a competitive edge.
Every company has their own visual style that is communicated in their Brand Style Guide. Make sure that everyone who writes messages or creates any other content always communicates according to the brand guidelines. Though that may sound very obvious, the implementation and monitoring consistency are no easy tasks.
To make this job easier for yourself, it’s important to secure the brand guidelines and to provide easy access to them. All strong brands have created an online Brand Book to increase accessibility. In order make sure your brand guide rules are followed through, offer dynamic templates for colleagues and partners to work with whenever they need to create communication material such as a presentation or an advertisement.
Another way to increase your brand recognizability is to implement a Digital Asset Management system. Especially for marketing teams that are collaborating remotely with each other, their internal and external marketing ecosystems and other internal and external stakeholders, a Digital Asset Management solution like Lytho can add a lot of value.
Applied strategically, you will get the most value out of your brand and the related assets by using a DAM system, mainly thanks to the consistency it adds to your people's creativity.
A few things a Digital Asset Management system can help you achieve are:
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