Branding represents who you are as a company, your philosophy and values, and the story you want to tell your audience. Consistency is, however, crucial to the success of your branding efforts. According to a study from Salesforce, 75% of consumers expect brands to offer a consistent experience across multiple platforms. Another study from Canto also showed that consistent branding increases total revenue by 33%.
To ensure consistency, your company must invest in brand compliance measures. Brand compliance ensures that your company stays in control of your identity and image, regardless of how many partners and channels are introduced into the mix. Without an effective brand compliance strategy, you’re failing to take advantage of the opportunity to build brand recognition, trust, and authority.
‘Brand compliance’ refers to a marketing initiative that aims to ensure that all branding elements align with the company’s quality standards, visual identity, and values. Staying true to your branding allows you to protect your interests, ensure the loyalty of your customers, and prevent errors and misuse that can adversely impact your company.
There are different ways to ensure consistent messaging. For instance, you can establish a dedicated brand compliance department or you can use software that allows all the relevant teams to store, access, and manage on-brand digital assets in one central location.
The goal of brand compliance is to ensure that every step your company takes—even the seemingly trivial ones—adds value to its brand. Here are some of the other goals of brand compliance:
Essentially, a company’s branding is its unique identity. It’s what makes you stand out from your competitors and encapsulates your company’s values, voice, and personality. Brand compliance helps you protect this identity for your employees and your customers.
Here are the other benefits of developing a compelling brand compliance strategy:
Having a written set of guidelines is a good start. However, you shouldn’t stop there. Brand compliance isn’t a one-time activity—you’ll need to work on maintaining your brand integrity continuously. Here are some tips to help you out:
Brand compliance is challenging, but it’s attainable. It requires careful planning, a well-organized team, and an intuitive software to tie everything together. To ensure consistent branding across the board, design and implement formal guidelines that your team can use. They should have the right resources and tools to ramp up your brand compliance efforts.
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