Even for the edgiest of brands, consistency matters. Consistently high-quality products bring back repeat customers and
When I first started my company, I didn't have much direction on branding and sometimes randomly switched between two logos, which made our consumers start to feel a little dubious. By learning to keep our branding consistent, even if we didn't particularly love our logo, we made sure customers developed a strong idea of our
Branding is most effective when it's apparent at every customer touchpoint, which means we needed to make our logo match everywhere--from ads our customers would see on the side of a passing bus to when they were buying our product.
Luckily, it was easier once we looked at Surveymonkey's matrix of customer touchpoints, which covers 21 different situations before, during, and after purchasing, and stressing that even more still exist. Maintaining branding consistency across all these touchpoints is essential, but thankfully, it wasn't super difficult once we knew which strategies to use.
The most powerful logos in the world have truly awe-inspiring levels of customer engagement --
So that's what we did: we invested real time and money into creating a great, memorable logo, and it did pay off.
2. Social Media Savviness
Something else we learned when it came to showcasing our brand's personality was the importance of social media. After all, however good our logo was, if no one was seeing it, it would have been equivalent to having no logo at all.
71 percent of
We found that what worked best for us was the killer combo of good design, informative content, and entertainment value. It was also key to be savvy about where and when to post.
3. The Importance Of Packaging
According to PEW Research,
We were able to choose the best box for our product -- such as a mailer or a folding carton -- customize its size, and design visuals for both the interior and exterior packaging. This made it possible for us to upload brand-specific visuals, like our logo and mascot, and designed color and font schemes that were consistent with our brand's personality.
4. Customer Service
Customer service is perhaps a less obvious customer touchpoint, since there's no way to slap your logo on a phone conversation. But what we learned is that a lot of customer service doesn't actually take place over the phone anymore -- it happens more through digital platforms, such as social media and email. Those places are a location for visual branding and emotional connection. Audio branding isn't a useless concept either; think of how many companies have their customer service representatives say "thank you for calling X" when answering the phone.
So when we re-thought out our customer service strategies, we had to keep all of these possibilities in mind. Each and every one of these conversations were another version of our brand and a chance to show customers who we really were.
How can consistency improve your branding game?