How Brand Consistency Can Help You Build Trust Among Your Target Group
When you have a great new idea for a campaign, do you check to make sure that it's aligned with your brand’s identity?
Brand consistency is, at its core, about presenting your business the same way in all contexts. The content, tone, and visuals need to fit what your customers have come to associate with your brand.
It can take time and effort, but it’s worth it. Studies have shown that brand consistency is directly linked to increased trust in your company, which in turn leads to better sales.
The process is illustrated by a model from Richard Elliott, Professor Emeritus at the University of Bath and Natalia Yannopoulou, Professor of Marketing at Newcastle University Business School.
(Source: The nature of trust in brands: a psychosocial model)
Consistency Leads to Trust
Every interaction a customer has with your company can either support or inhibit the development of trust. Keep your story coherent, cohesive, and consistent across all channels and your customers will have an easier time remembering you.
“Before confidence or trust can be developed consumers need repeated experiences with the brand so as to build beliefs about its predictability and dependability. This applies to any type of interaction with the brand, from the actual product or service experience, the briefest communication with a company’s representative, a glance at a brand symbol, to the brand’s communication approach.”
-Elliott and Yannopoulou
Trust Leads to Sales
What can do you do make new customers believe that a purchase made with you will be money well spent?
“At higher levels of perceived risk, confidence is required and this is a mix of cognitive and emotional perceptions, largely based on experience. At high levels of perceived risk trust becomes necessary for purchase to occur and this involves emotional judgments rather than cognitions, and for suspension of fear of the unknowable.”
-Elliott and Yannopoulou
When you put it all together, the simple equation is brand consistency = better sales.
What Does Brand Consistency Look Like?
Mads Soegaard, Editor-in-Chief for the Interaction Design Foundation gives a great rundown of all the details you should keep in mind in this article: Consistency: MORE than what you think.
As the title suggests, there are many different aspects to consistency that you should keep in mind, including:
- visual elements such as your logo, graphics, typeface, and color scheme
- content elements such as the voice, topic, and length of text
- interactional elements, such as the appearance and function of CTA buttons, navigation pane placement and content, and overall layout of elements on the screen
“Consistency enables users to feel familiar with your website, your brand, etc. and to be reassured that it is your company with whom they are interacting.”
-Mads Soegaard, Interaction Design Foundation
Again, it comes down to demonstrating that you are trustworthy and that your customers can feel safe making a purchase with you.
Maintaining Consistency in your Campaigns
One-off marketing campaigns can be an opportunity to mix things up and incorporate fun, seasonal, or locally relevant elements, but customers still need to be able to identify the content as belonging to your brand.
One of the strongest features of the Lead:famly platform is the freedom it gives you to customize every aspect of your campaign’s design so that it aligns with your existing brand identity.
You can control the typography and colour scheme and even use your own custom fonts. You can also upload a CSS style sheet to control the appearance of your campaign. These elements can be controlled on a campaign-by-campaign basis or they can be saved in your account’s Global Settings or in the form of a game template, so you can easily produce consistent content.
Client Case Examples
Labour union Ase used Lead:famly’s platform to make a perfect copy of a previous custom-designed campaign: the Find Your Dream Job personality test. Not only was it less expensive to build the campaign themselves, they also gained the agility to make small adjustments at any time, even while it was live.
SPORT 24 is another client that understands the value of brand consistency and takes full advantage of the ways in which the Lead:famly platform allows for campaign customization. Their advent calendar, in particular, had a unique and recognizable design.
“For us, it was important that the advent calendar could be an integrated part of our customer communications as a whole. To achieve that, we prioritised creating a continuous visual identity across the game, our website, and our social media channels.
-René Iversen, SPORT 24
Another way to maintain brand consistency in campaigns is to embed gamification elements on an existing webpage, like Sydbank did with their B2B quiz. The Lead:famly quiz is an integrated part of their website, always available and incorporated seamlessly alongside other elements on the page.
Wupti.com went in the other direction: they wanted their campaign to stand out rather than blend in, so they Christmas-ized their logo for their fun, holiday-themed campaign. This is another form of brand consistency: controlling the important elements and playing with the rest. As long as it’s recognizable as you, your customers will trust it.
If you do decide to mix it up with your campaign’s design, then it is important to make sure that you are still clearly identifiable as the producer and owner of the content. The Lead:famly platform also allows you to personalize your campaign URL, assign a favicon to display in the browser tab, and send communications from your official email account so that your participants know your campaign is legitimate.
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