Branding Needs Consistency, Not Just Communication

One of the misconceptions businesses have when it comes to branding is that the marketing communication must perfectly express the brand values and experience. The choice of colours, imagery, and words must all complement and deliver to the audience what the brand aims to be.

That’s a flawed understanding.

The True Nature of Brand Experience

Brand experiences are delivered to the customers via the product and service. Marketing communications, on the other hand, can do two things:

1. Set the Right Expectations: Establish what the brand experience would be—whether it’s premium, creative, intellectual, caring, and so on.
2. Enhance Brand Recognition: Remind the audiences of the brand in 3 seconds. In today’s day and age, people don’t spend too much time reading things in detail. However, we want to ensure that they think of our brands sufficiently so that whenever they have an actual need for the product or service, our brand is within the consideration set.

How to Start Creating a Memorable Brand

So as a new brand going to the market, how do you start creating a memorable brand that potential customers will grow to love?

1. Posting is Better Than Not Posting

If you post, there is a chance that someone will see your content and respond to it. Decision paralysis on content posting will result in you never having enough customer engagement or data to make a good, unbiased evaluation on whether your branding approach is on the right track.

2. Be Consistent

Branding consistency is key. When you do post, avoid posting a wide range of different topics. What you’re trying to achieve here is to create brand recognition. This means people should recognize your brand based on how it looks, how it sounds, and what it talks about.

3. Customer First Before the Company

It is very tempting to introduce the company and all the hard work invested into building the business. Unfortunately, that kind of origin story is only meaningful to customers who are already invested in your brand. To develop a memorable brand, think about what kind of emotion you want the audiences to have, and what kind of benefits they will receive. It is much easier for someone to recall an emotion than a feature.

Quickstart Guide to Building Brands

If you want a quick start guide to building brands, onboard your business with mavic.ai today! In a few minutes, we can craft your brand personality, traits, customer profiles, unique writing style, and brand positioning, all of which you can edit freely based on what inspires you.

Conclusion

In summary, when you’re starting with branding, think of branding consistency and not just communications. It’s better to reach your audiences at a regular frequency than to craft a ‘perfect’ marketing communication.