5 Ways to Stay Consistent on Your Marketing Channels

From marketing psychology all the way to digital advertising and native marketing, staying consistent in your branding and messaging across a myriad of online and offline channels can seem like an insurmountable task.

But as any experienced marketer or brand developer will tell you, consistency is one of the foundational pillars of marketing and sales success in the competitive business world. By being consistent across all marketing channels, touchpoints and tactics, you’re effectively building more brand awareness and trust, helping your brand stay memorable and inspiring people to take action.

Let’s take a look at the five tips you should start implementing to stay consistent on your marketing channels in 2022 and beyond.

1. Create and disseminate your brand style guide

First and foremost, you can’t expect to create a consistent brand image across the online and offline world, or a consistent marketing strategy, if you don’t have a brand style guide. A brand style guide is a comprehensive document detailing all the unique aspects of your brand identity. This doesn’t just mean your visual identity, it means your identity as a whole.

In essence a brand style guide needs to contain:

• Logo
• Color scheme
• Visuals
• Typography
• Personality
• Tone of voice
• Values
• Mission & vision
• Target audience
• Market research

All of these elements will allow different teams to synchronize their work and present a consistent brand image across the board. A style guide will also facilitate marketing automation in many areas and the use of your brand look across different channels. This is particularly useful when it comes to creating a brand library for your visuals so they’re represented across the web and on different platforms exactly the way you intend them to be.

Once you have compiled all this information in your style guide, you can start creating a consistent brand image, starting with your website.

2. Your website as the foundation of brand consistency

Your website might not be the only sales touchpoint, but it’s still a foundational pillar of your sales and marketing strategy. Whether your customers are coming  from your ads or social media channels, through referrals or third-party review websites, they’ll land on your site expecting a high-quality user experience. This experience needs to be consistent with the rest of your brand image around the web.

To that end, it’s imperative to implement all your brand elements across your site and commit to in-depth website monitoring in order to analyze user behavior and identify any pain points or inconsistencies. Make sure that your brand’s tone of voice and visual identity are consistent on all pages.

You can then use your website as the perfect example of how to build up your social media accounts, the kind of posts to create and the messaging you can use, as well as how to optimize various other inbound and outbound marketing methods. Once these marketing channels start driving traffic back to your site, your visitors will be greeted by a familiar and consistent brand image.

3. Visuals and voice consistency across all touchpoints

The two important factors that will keep a brand consistent across marketing and advertising channels are its visuals and voice. Your team members need to have access to all your brand’s visuals in a centralized location so that they can use them as needed when creating marketing and advertising content.

You don’t want different team members and marketing managers to have different versions of your visuals on their computers. Instead, you should use a centralized repository, like Uploadcare extension for Chrome, where you can store all your brand’s visuals and their different versions that are intended for different online platforms and marketing materials. This way, your employees will always know exactly which visuals to use in which situation.

The same goes for your brand’s voice and written content. Keep your values, sample messaging and voice guidelines in a centralized hub so that different members of your marketing department sync their work and stay consistent.

4. Use cloud computing for better team synchronization

To make any of this work effectively and to ensure consistency in marketing over the long term, you have to enable team synchronization, workflow management and collaboration from within. The best way to do that is to invest in a cloud computing platform that will allow everyone in your organization to collaborate and strategize with ease.

This includes vertical and horizontal collaboration, which will help break down department silos and keep the upper management easily involved in marketing and sales processes. There are many other benefits to cloud computing for businesses, and there’s no denying that the cloud can help your organization ensure consistency across all marketing channels.

5. Ensure communication consistency

A brand needs to communicate with its audience, followers and customers on a regular basis to drive engagement, lead generation and conversions. It’s not only important to ensure communication consistency for the sake of delivering a good brand experience – it’s also important for creating a trustworthy brand image and for fraud prevention.

For example, being consistent in your email communication will help stop malicious emails and will allow you and the recipients to differentiate between your emails and any phishing emails circulating around the web. These malicious emails can pose as your own through similar branding and wording to try and scam the recipients into giving away sensitive information.

The same goes for other marketing and communication channels, so make sure to have unique communication patterns which will make your brand easily distinguishable from potential scammers.

Final thoughts

Consistency in your marketing, advertising and brand presentation is crucial in building brand engagement and visibility and making your business more memorable in a competitive industry. If your marketing is all over the place, with different messaging, tone of voice, branding and visuals scattered across different customer touchpoints, you can’t expect your audience to develop a meaningful relationship with your brand.

With all of that in mind, go ahead and use these tips to create a consistent marketing approach that will help generate more leads and inspire your audience to take action. Over the long term, consistency will help transform customers into life-long brand advocates.