Updated: Mar 2
Running a successful business requires many skills. Knowledge about your product or service, ability to prioritize and delegate, multitasking, and consistency. Having a consistent message - what you put out into the world for your customers, is key to maintaining a brand that is recognizable and successful.
But what does it mean to have a consistent brand? Brand consistency means always delivering messages that follow the core values of your brand. These messages all have the same tone, utilize your logo in the same manner and have consistent colors. This allows your brand - your message, logo and tagline - to become ingrained in the minds of your customers making your brand more memorable and recognizable.
Think about it, when you see the golden arches what company do you think of? When you hear the slogan “Just do it” what brand comes to mind? Billion dollar companies such as McDonalds and Nike have spent decades creating a consistent brand that allows consumers to recognize their company without seeing their name or logo. It is important that your business create a brand with messaging, logos, colors and taglines that maintain consistency so your customers can not only find you easily, but will also recognize you easily.
Content is key to building trust
Content is key to maintaining consistency in marketing your brand. Content marketing is an effective way to grow not only your audience but also their level of interest in your business and is critical to advancing the mission of your company. Instead of telling customers how great you are, through traditional marketing, with consistent branded content you are able to show your customers how great your business is!
Content builds trust in you and in your business. Trust is very important in today’s business world. Misinformation and scammers are out there and customers want to know who they can trust. According to a 2019 report from the Edelman Trust Barometer, 81 percent of consumers state they need to be able to trust the brands they buy from. Content helps build a relationship with your customers and from that relationship you can build trust. Give them reasons to come back to your business again and again with questions that can be answered, tips on how to do something or in-depth explanations they can't find anywhere else. Make your website the go-to destination for all things related to your business and you will have a customer for life.
Having quality consistent content keeps customers engaged longer as well. You don’t want a customer going to your website just to bounce off it 10 seconds later. When a customer comes to your website you want them to stay, look around, learn something and then (hopefully) buy something or request your services. Content is the perfect way to engage customers. And content does not have to look the same for every site. Some business lend themselves well to a relevant blog post about what is happening in their industry. Other businesses might do well with a how-to video post or showcasing a new product or service available.
Content Builds All Areas of your Brand
Content is a key component to every area of your digital marketing. Written content created can turn into blogs to post on your website, email marketing to send out to all your subscribers, social media content, and PPC ads. Quality, consistent content writing builds on your brand. With solid content in place, all other areas of your business’ digital marketing can easily fall into place - all while maintaining a consistent look and message.
For example, you want to educate your customers on a particular service your business offers. You write a blog about the subject which includes studies and data that reinforces that value and importance of this service. You then create a PPC ad to help drive customers to that blog post. After reading the blog post, customers then sign up for your email newsletter which gives them more information about what you are doing for your customers and from all that consistent brand content they utilize your service. And what’s more, they also tell their friends and family to use your services because you have built a brand that can be trusted. You have built your brand to be an authoritative source of all information for customers about the products and services you provide. All without any aggressive statements like “Buy Now!”
Content can also increase your social media presence. Utilize your content on social media. Chop up a blog post into eye catching blurbs with a link to your company’s website. Show your knowledge on all online platforms. If you keep it light and fun but show your authority you will gain loyal brand followers. These followers may not be in the market to use your services or buy your products just yet but they will talk about your products and services to others and encourage others to use your company. And down the line when they can utilize your products and services, they will.
Great Return On Investment (ROI)
Consistent content marketing is an investment. Crafting and writing the message you want takes time. Don’t just write about anything. Spend some time brainstorming about your brand and what it says and what you want it to say. Then come up with several messages you want to talk about with your customers. Products you want to highlight or services you want to showcase. All this takes time and planning. You may have to hire a branding and marketing company to do it for you. In the end, however, it is worth it. Consumers want this information. They want to know who you are and what your company is about. They want to know what you stand for and that they can trust you.
When your company brings consumers the information they want, it creates loyalty and builds trust. It also creates a customer. The Content Marketing Institute states that content marketing creates three times as many leads over traditional marketing and costs 62 percent less. Consistent blog posts also bring 55 percent more traffic to your business’ website. In the end, content marketing is more effective and costs less than traditional marketing. It’s a win-win!
Change with the times
Content marketing may seem like a difficult and time-consuming way to advertise your business but times are changing. Consumers don’t want flashy in-your-face advertisements screaming at them to “Buy Now!” Potential customers want to be able to learn about the business, learn about the brand before making a commitment. Showing them you are the authority on the subject builds trust and loyalty which is crucial to the success of any business.
It all begins with content.
HMG / HWD
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