There’s a lot of things that companies desire when it comes to branding – they want their branding to be impactful, exciting and representative of who they are. But from a consumer’s perspective, there’s something else that your branding needs to deliver – and that’s consistency.
Having a consistency branding experience across all of your campaigns and mediums is essential for successful marketing. Consistency breeds trust with your audience. If they have a consistent experience across all of your channels, they’re going to trust that you’ll be consistent in your products and services. If the experience that they have on your social media is completely different from that of your website which is completely different from your mailers, they’re going to be confused. They won’t be sure of who you are, what you stand for and what they can expect from you, which will make them less likely to want to work with.
But how do you create consistent branding between print and digital?
Create Brand Guidelines
The first way to ensure brand consistency across all channels, including print and digital, is to create brand guidelines. This is the “rulebook” that lets your team know what does and doesn’t work for your branding, how you want to present your brand in the market and how to translate that to each prospective medium. Brand guidelines are a great tool for getting your entire team on the same page and working towards the same branding goals, which will increase consistency across your channels.
When creating your brand guidelines, you’ll want to include things like what colors and fonts your design team should use, the “brand tone” or what type of “languaging” you want to use in your communications as well as things that are off brand and should be avoided at all costs.
Make sure everyone on your team has a copy of your brand guidelines, and review them periodically to make sure that everyone understands your overall branding and how it fits into what they create for your company.
The quickest way to lose consistency between your print and digital campaigns is to have print and digital teams that don’t collaborate. If the people responsible for the ideation and execution of your print campaigns have no idea what your digital team is up to or vice versa, there’s no way for each team to ensure that they’re delivering a consistent brand experience for your audience.
Encourage a culture of collaboration in your company. Set regular meetings to get everyone up to speed on what other teams are working on. Hold open forums for people to express ideas and for your team to brainstorm ways to integrate each other’s work and ideas to create a more consistent experience across their respective mediums.
Do Regular Audits
You can’t ensure consistency between your print and digital campaigns if you’re not regularly auditing the work that you put out. This is particularly important for digital campaigns, which tend to have a lot more content being put out on a regular basis.
Regularly audit each segment of your campaign to make sure that all messaging is consistent with your overall branding. Let’s take social media as an example. Social media happens in real time, and there’s constant posting and replying to comments. Since it happens so fast, it can be easy for off-brand or inconsistent messaging to sneak onto your social media channels. Regularly reviewing each of your posts, videos and responses (we recommend once per week) allows you to ensure that you’re delivering messaging on your digital channels that’s in alignment with print and your overall branding strategy before the inconsistent messaging confuses your customers.
With the large amount of content that most companies are putting out – and the wide variety of both print and digital channels that deliver that content – it can be a challenge to create a consistent brand experience. But it’s important that you rise above the challenge – that consistency is imperative to building trust with your customers, which will ultimately lead to increased revenue for your business.
How Can We Help?
At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.