- In order for our brand to get noticed
and to stick in people's memory
we have to be consistent with our content.
And, by being consistent with our content
what I mean is that you publish something
once a month, once a
week or even once a day.
We need to always be in
view of our potential
customers as much as
possible, and by creating
content consistently we'll go
some way to achieving that.
However, it takes more than
just consistent content,
what you also need is
brand consistency, as well.
So, what do I mean by brand consistency?
In order for people to remember your brand
it has to become familiar to them.
But, what I see time and again are brands
that produce a lot of
content, but they have
zero brand consistency between each
of those pieces of content.
Examples of this are,
they don't use their brand
identity in a consistent way.
They also may be changing
their tone of voice
from each piece of content to the next,
and as a result, that means
that the brand's personality
is changing from one piece
of content to the next.
In my previous videos about
purpose, vision, mission
and values, the one main thread
going through all of those
is that you have to live by them.
When I look at a lot of brand and content,
this isn't what's happening,
and as a result, the viewer,
the potential customer,
is getting a really
jumbled message of what
the brand's about and
what their personality is
and what they're trying to achieve.
Sure, if the piece of
content is about selling
a particular service or
product, that will be clear.
But, the customer wants more than that.
They want to connect to the
brand that they're buying from.
They want to love it.
They want to trust it.
If, when you're posting
content, your brand appears
to have a different face
every time, how could someone
love or trust that?
It's not going to be easy, is it?
I understand why brands do it,
it's the easiest way forward,
to just come up with a piece of content
there and then get it out there.
We've got to be consistent.
We've got to have consistent content.
It does take a little
bit more thought though,
and planning to create a piece of content
that sticks to your values
that is related to your purpose
will allow you to achieve your vision.
But, when it comes to the hard way
of doing things, people tend to skip
on that and go for the easier option.
Look at Coca Cola for example.
All of their content is highly linked
to their values and their mission.
They have millions and
millions of brand advocates,
people who are loyal to the brand who will
only drink Coca Cola, and
there's a reason for that.
They've stuck to the plan.
Everything they do is brand consistent.
Now, Coca Cola have had
over 100 years to do that.
You may be brand new with your business,
but it doesn't take 100 years to get brand
loyalty, especially today.
With the advent of the internet
and social media you're
in a prime position
to reach millions of
people with just a click
of a mouse button.
We are in fortunate times when it comes
to raising brand
awareness and consistently
putting our brand in front of people.
So, to make sure that
you're not only consistent
with your content, but that
you're brand consistent,
you need to make sure that
you have your purpose,
you have your vision,
you have your mission
and you have your values all set in place.
By doing that, that
will then make it easier
to work on your brand's tone of voice
and also, your brand identity which is
the visual aspect, which
is what people will see,
the typography, the colours, the things
that they can instantly spot at a distance
and get that old memory
going of what your brand is
and what it's about.
By pulling all of these
together you'll find it
so much easier to create the content
to be brand consistent.
Without it, you'll most likely suffer
from brand personality disorder, which is
where your audience when
they're viewing your content
see different messages,
different personalities,
even different brand
colours and typography,
which is just so confusing
that there's not a chance
they're going to remember your brand
when it comes to the point
that they need to purchase
the product or service that
you specifically offer.
So, that's my quick rundown
on being brand consistent.
I hope you found this video useful.
If you have, make sure you give it a like
and please subscribe to my channel.
Also, I'm going to ask,
if you do find it useful
and you know someone in
business, or a colleague
that would also find
it useful, please share
the channel with them.
Sharing is caring.
Isn't that what they say?
So, until I see you next time, folks.
Stay creative.
