Yes, branding is about first impressions. But consistent first and ongoing impressions are everything! Consistency is what keeps your target market and influencers coming back again and again. According to Forbes, brand consistently across all platforms can increase revenue by up to 23%.
About 50% of the content created by B2B marketers is focused on creating brand awareness. As your brand presence is reflected across multiple platforms, you need to create and keep impactful, consistent brand experiences. Brand consistency builds a strong foundation for creating trust, loyalty, and driving repeat business.
Brand Chemistry likens the B2B brand experience to an orchestra. In an orchestra, it is only when all the elements are in harmony that listeners get transported to another plane. The various B2B departments that have very different functions must come together to create brand harmony and transport users to actions.
Buyers find B2B products are technically complex, expensive, and risky. Your purchasing process should aim to minimise decision-maker risks. Developing a consistent brand allows you to drive home the message, that your business reflects buyer values, is organised, consistent and dependable.
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CONSISTENT BRAND MESSAGES
Brand Style Guide Experience
B2B brands rarely achieve consistency in internal and external marketing without a style guide. Surprisingly even large B2B brands have not invested the time and resources to design and develop a written brand style guide. Without this, B2B brands are often inconsistent in their marketing. Having a style guide needs to be shared across the organisation and adhered to by everyone tasked with creating content.
Content Experience
Powerful content creation and distribution systems ensure multi-channel brand consistency. Guaranteeing regularity and predictability in your content strategy is one of the easiest and most effective ways of creating and building brand consistency.
Customer Experience
The first and lasting audience impressions of your brand are based on their service experience you. Now more than ever, customers expect a multichannel experience for interacting with your company including fast and consistent customer support online, responsive phone support, managing tricky customer situations, supplying fulfilling personnel and buying interactions.
Team Experience
To build brand consistency, you need to ensure that all teams are on the same page and advancing in the same direction. One of the best ways of guaranteeing consistent messaging is to implement standardised workflows that allow teams to collaborate more efficiently. By using an integrated platform, marketing teams can keep content consistent and drive B2B sales.
Local & Global Experience
The internet and social media channels have allowed B2B brands to run and promote themselves locally and globally. When there’s new content or features on your digital platforms, these can be cascaded globally to target local campaigns.
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Maria Charlton
maria@mapmarketing.com.au