Brand continuity is so simple, yet often overlooked. It is so important when you are in the process of building your brand. If you are establishing a product or company, make sure your branding remains consistent across all of your items.
In the marketplace it is crucial that you maintain a continuous look and feel across all of your “touch points” . A “touch point” is anywhere you make contact with your customer. Your business card is a “touch point”, your website, package, brochure, all “touch points”. Make sure your brand is clearly displayed across all of them.
I was freaked out by the different messages I was getting from this business I was looking into
I recently was viewing the website of a local restaurant. It looked like a nice place, a place I might take my aunt or elderly neighbor. When I skipped over to their face book page, I saw a very different place. This Facebook branded place was young and hip and looked like a place I’d want to go to for a “girls night out”. No brand continuity, now I would have to dig further to understand WHO they were. And frankly, I can’t be bothered, so I blew them off and went on my way. They lost me in that moment…this is a very typical scenario.
Starting at your business card and extending through your printed material to you website to your Facebook cover photo. All these elements must be aligned with each other to form a solid brand foundation and maintain brand continuity. Why is it so important?
Because you are creating a level of trust with your customer.
When they see your consistent brand, you are perceived as trustworthy reliable –if you have several different looks they don’t know which one is YOU..it’s confusing to them. And no on has the time to try to figure you out..that’s the plain ole’ truth!
Maintain strong brand continuity across all of your platforms including social media platforms to insure your customer will recognize you in the saturated landscape.