Brand Consistency – We’ve virtually got it, right?
Whilst the gaming managers are redesigning the gaming floor, the finance manager is redoing the budgets and the CEO is holding everything together; what can we the marketing team do in this period of shut down? When our whole marketing direction has gone virtual how can we ensure our brands’ consistency?
So firstly, what should brand consistency involve? For me there have always been 4 main factors that should remain the same for all your online content. Whether it’s your website, email campaigns, social media or you clubs’ app, consistency is important so that your audience can have the same experience, no matter where they go.
A logo is arguably the most memorable piece of a brand’s collateral. Even if someone can’t quite recall your brand name, they’re likely to remember that visual cue associated with it. For example, when you think of Nike, can you see the swoosh? If you hear McDonald’s, does the image of those Golden Arches flood into your mind? What about Michelin? We know you remember the tyre man! These companies have spent time and money crafting their brand image and their logos go hand-in-hand with this.
Logos provide an opportunity for customers to automatically associate products or services with any given brand. Some logos don’t need eye-catching graphics to stand out. Brands like Skype and Netflix created logos with their names in distinctive fonts and colours that form visual cues. Google has done it with colours.
Is your logo old and dated? Does it reflect the shiny new club it sits outside of? If your answer is NO! Well, then it’s time to hit the drawing board and come up with a new look logo. Imagine how great it will feel when you open the club doors on a new day with a new look! It may be sooner than you think!
You know branding is done well when seeing certain colors immediately calls to mind a particular brand – even when those brands’ names are no- where nearby. A good color scheme can go a long way. What company comes to mind when you see a Robin’s-egg blue box? Tiffany has gone so far as to trademark their specific shade of blue, using it seamlessly across their advertising and physical marketing materials. Speaking of blue take Facebook for example. Regardless of updates to its newsfeed and small tweaks to the logo, that medium blue tone is instantly recognizable.
Think about the skins on your APP, website and Facebook page. Do they reflect your club colours? If not, why not? Every time a member sees your content online, they should see your colours!
Tone and Voice
What does your brand sound like? Sporty? Silly? Professional? Academic? All of the above? This should actually fluctuate somewhat between channels. Emails may be more formal, and social media tends be more casual. That’s totally fine! But there should still be a unifying factor; a blanket mission statement or mantra that all content adheres to. ****Brand Guidelines ****Also think about the member segment you are trying to talk to. Cocktail of the month specials will have very different language and tone to a bowls announcement.
Remember above all else – You don’t talk to everyone the same way, so why would we write to them the same way! Figuring out who your audience is will go a long way to helping you figure out the tone of your communication.
The images you share, regardless of the platform, should take into account all of the above points. This means they should reflect the tone your brand sets for itself, follow a color palette and include your brand’s logo. It’s simply not enough to haphazardly add images to your content and hope they look good. Instead, you should be methodical in your selection to guarantee that your visual identity is just as strong as your written one. Would cartoons or graphics suit your brand, or are you better off using high-quality photos? In the digital age, when consumers are facing a constant barrage of material, it’s important to stand out for the right reasons, not for an inconsistent or poorly thought out image that takes away from your overall message.
Having templates set up for everyone else in the business to use is a great way to ensure consistency. If you have multiple people with access to the Facebook page, then set out some rules for everyone to follow. Create a share folder with vital assets for easy access. List what colours and fonts must be used in all posts and of course what logo you want used!