The 4 Pillars of Brand Consistency: a Guide for Growing CO Businesses

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melissanmartinez
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By Emma Reiss

At the turn of each new year, we often hear the saying, “out with the old, in with the new.” While it is good to look ahead at new trends and marketing strategies, sometimes “old” is part of your success. And what we mean by “old” is keeping your brand consistent, even through adaptation. 

More often than not, a brand’s success lies in its recognizability. There are four crucial components to brand recognition: visual representation, tone of voice, core values, and their supporting systems. Finding ways to implement these into your Colorado business can boost recognition and interaction. An effective way to stay on top of brand consistency is by working with a marketing company like Marketing Choices. We are a B2B marketing agency in Colorado bringing you the newest and most effective marketing options. Not only can we help you understand brand consistency, but we can also help create effective future-oriented strategies. 

Identifying the Four Pillars in Consistent Brand Messaging

Think of any popular brand. What immediately comes to mind? You likely thought of their logo, their motto, or their aesthetic. This is what brand recognition is: associating certain images, tone of voice, or appearance to a name. This is achieved through consistent brand marketing across all communication platforms. Whether social media, email, or advertisements, the messaging stays consistent throughout. If your goal is scaling your business brand this year, consider these four pillars for consistency:

1. Visual Identification

Visual identification encompasses all visual elements associated with your brand. This can include a logo, color scheme, font, or mascot. When creating a visual identity, it is important to consult your entire team. Creating cohesion between your products, website, and physical location is essential to boosting UX (user experience). 

A great place to start is determining your company’s personality. Is your business a witty, bright toy company? Maybe a classy, eloquent restaurant? Is it an enthusiastic, neon sports bar? Whatever your business’s personality is, your visuals should match. 

2. Tone of Voice

Coupled with your business’s visual identity is its tone of voice. Oftentimes, when we think of tone of voice, we think of people speaking. How is a speaker conveying their message? What is their word choice, pitch, or tone? How would an audience respond to their tone? These are all important questions to ask yourself as you develop your own tone of voice. 

Consider again what personality you want your business to have and give it a voice that matches. Is your cosmetics brand elegant or sassy? Is your sports equipment line energetic or gruff? Is your dog shelter goofy or sentimental? Whichever tone you land on, it is essential to keep it consistent across all platforms of communication. Your texts should sound like your emails, should sound like your posts, should sound like your commercials. 

Another effective way to find your tone of voice is by analyzing your existing customer base. How do they interact with each other?  What sort of general tone do they already have? If you can match your tone with your customers, you can easily create audience appeal and loyalty.

3. Mission and Core Values

Consistency with brand marketing comes from a deep look inward. The very foundation of your business should be built on core values or a unique mission statement. Deciding these values is what can set you apart from competitors. What does your business value most? What mission are you trying to accomplish? What special offers or considerations do you focus on? 

Once you have created this unique foundation, let it become your guidebook for your Colorado marketing strategy. Whether short-form video or social media post, consulting these guidelines can ensure consistency across any platform.

4. Management Tools and Documents

Creating your business’s unique identity is the first step to implementing the four pillars. The final step is utilizing technology and documentation to keep your branding effective, efficient, and consistent. These organization tools reduce time spent on developing, allowing more time on content creation. 

Looking into a CMS (content management system) can help you and your team move quicker through the publishing process. Your brand’s guidelines can be uploaded into this system as a point of reference for all editing and production. Another useful tool is an AI-driven natural language processing (NLP) system. This system will reference a tailored “brand voice” and use it to assess and cross-reference written content. All content should still be reviewed by human eyes, but these systems can save creative time and energy. 

Why Consistent Brand Messaging is Essential for Your CO Business

Many surveys have shown that modern consumers prefer buying only from businesses they feel they can trust. This trust is built through consistency. A customer is less likely to come back to a business that changes its messaging every season. It can cause confusion, leading to doubt. Consistent branding creates expectations; consistently fulfilling those expectations keeps customers coming back.

Equally important is staying up to date with marketing trends. This can pose challenges for businesses with unique messaging. This is why contacting a digital marketing service in Denver can be an effective investment for your small business. With the proper guidance and tools, you can keep your core values and mission at the heart of your marketing. 

Create Your Colorado Marketing Strategy with






Marketing Choices

Starting out the new year with a strong brand message and consistent approach to marketing is essential. Tailoring your products, location, and website all at once can be overwhelming. This is when looking into a B2B marketing agency in Denver could be the right move for your business. At Marketing Choices, we are eager to help you optimize your marketing to create brand recognition. Contact us today to start scaling your business brand today. 

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