If you’re building a brand, read this:
First impressions.
No matter what anyone tells you, they’re not everything.
Especially when it comes to your brand.
Do you know what is everything? Consistency.
It’s how the best brands keep their audience coming back repeatedly.
No matter what anyone tells you, they’re not everything.
Especially when it comes to your brand.
Do you know what is everything? Consistency.
It’s how the best brands keep their audience coming back repeatedly.
In today’s digital landscape, breaking through the noise is increasingly difficult.
With competition across many channels, how do today’s audiences decide where to direct their attention?
It ultimately comes down to personally aligning with a company’s values.
With competition across many channels, how do today’s audiences decide where to direct their attention?
It ultimately comes down to personally aligning with a company’s values.
Your brand is built from carefully chosen elements.
This includes visual aspects and the mission and values that define your company’s purpose.
These values should align with the audiences you aim to reach.
This includes visual aspects and the mission and values that define your company’s purpose.
These values should align with the audiences you aim to reach.
As your brand presence takes shape across many platforms, inconsistencies in those brand elements will directly undermine their impact.
Brand consistency builds a strong foundation from which audiences can better understand a company.
Brand consistency builds a strong foundation from which audiences can better understand a company.
The result is brand trust, loyalty, and, ultimately, the driving force of repeat business.
To prevent inconsistencies in your brand, you need to audit your current brand and set brand identity guidelines.
To prevent inconsistencies in your brand, you need to audit your current brand and set brand identity guidelines.
1. Content Audit
If your brand isn’t new, it will have pre-existing content.
Any effort to establish brand consistency must first have a complete view of the current brand.
If your brand isn’t new, it will have pre-existing content.
Any effort to establish brand consistency must first have a complete view of the current brand.
As part of this content audit, you need to review :
Title
Metrics
Location
Audience
Language
Campaign
Funnel Stage
Publish Date
Asset Type (video, graphic, blog)
This information will organize how you address each piece.
Title
Metrics
Location
Audience
Language
Campaign
Funnel Stage
Publish Date
Asset Type (video, graphic, blog)
This information will organize how you address each piece.
Getting them all in one place prevents inconsistent content from slipping through the cracks or inadvertently making changes that harm something currently bringing your brand value.
Certain content may be able to be repurposed or refreshed, limiting the amount of work needed to create new content.
Some will likely be useless, and that’s okay.
Find the best content and keep it; find the worst content and remove it from circulation.
After you audit your content, you need a clear…
Find the best content and keep it; find the worst content and remove it from circulation.
After you audit your content, you need a clear…
2. Buyer Persona
Who is your ideal target customer?
To effectively target your customers, you need to know who they are.
Who is your ideal target customer?
To effectively target your customers, you need to know who they are.
A buyer persona is like a character profile of your ideal customers:
Who they are,
What they want
The tools they use
Challenges they face
What are their lives like
Who they interface with or are influenced by
Who they are,
What they want
The tools they use
Challenges they face
What are their lives like
Who they interface with or are influenced by
You need to have a clear picture in your mind of who you’re targeting, what their pain points are, and how your product solves them.
Once you have a buyer persona, you can create a….
Once you have a buyer persona, you can create a….
3. Brand Strategy
A brand strategy is a long-term plan to help your company achieve specific goals.
Brand consistency is core to how that strategy creates a unified experience for target audiences to build lifelong customers and engagement based on brand trust.
A brand strategy is a long-term plan to help your company achieve specific goals.
Brand consistency is core to how that strategy creates a unified experience for target audiences to build lifelong customers and engagement based on brand trust.
A cohesive strategy includes every branch of an organization and permeates across a brand’s daily activities.
The first step to maintaining brand consistency is establishing exactly what you aim to be consistent with.
The first step to maintaining brand consistency is establishing exactly what you aim to be consistent with.
Things such as:
Logo
Fonts
Colors
Images
Tone and Voice
If you don’t have unity across these 5 elements, your brand will miss communicating its message.
Once you have a brand strategy, you can create a…
Logo
Fonts
Colors
Images
Tone and Voice
If you don’t have unity across these 5 elements, your brand will miss communicating its message.
Once you have a brand strategy, you can create a…
4. Content Workflow
Content is how you showcase the knowledge your business is built around.
Your content allows your customers to identify with your valuable topics and issues.
Content is how you showcase the knowledge your business is built around.
Your content allows your customers to identify with your valuable topics and issues.
It can offer advice, provide thought leadership on something timely, give a step-by-step guide to solving a particular problem, or tell an anecdote that your customers will find relatable.
Whichever type of content your brand aims to create, getting those assets from concept to distribution deserves a focus on efficiency.
Together, the steps of that process make up your creative workflow.
What if there was a way to streamline the creation process?
Together, the steps of that process make up your creative workflow.
What if there was a way to streamline the creation process?
You can with Brand Templates.
Templates support variant content usage.
A template allows you to create a single asset that matches your brand identity and edit it to fit the platform.
There are different ways you can create templates, but they should include these properties:
Templates support variant content usage.
A template allows you to create a single asset that matches your brand identity and edit it to fit the platform.
There are different ways you can create templates, but they should include these properties:
1. Fixed Design Elements
With a template, some design elements won’t change to allow consistency.
Decide what elements won’t change and leave them alone.
Then you can change everything else based on the needs at that time.
With a template, some design elements won’t change to allow consistency.
Decide what elements won’t change and leave them alone.
Then you can change everything else based on the needs at that time.
2. Fixed Formatting
For different templates, you’ll have set formats that work.
There’s no need to recreate the wheel each time.
Stick with formats and create new formats as needed.
For different templates, you’ll have set formats that work.
There’s no need to recreate the wheel each time.
Stick with formats and create new formats as needed.
3. Approval Settings
Even with templates, you need a second set of eyes on what’s created.
The world flow should include someone else approving what was made.
Even with templates, you need a second set of eyes on what’s created.
The world flow should include someone else approving what was made.
Once you have templates made, use them until they no longer fit with what you’re doing.
Take an audit of these templates regularly and consistently use the best ones.
Take an audit of these templates regularly and consistently use the best ones.
Summary:
1. Content Audit
2. Buyer Persona
3. Brand Strategy
4. Content Workflow
If have a brand, you need to must-have brand consistency.
1. Content Audit
2. Buyer Persona
3. Brand Strategy
4. Content Workflow
If have a brand, you need to must-have brand consistency.
Your brand will be poorly represented if you don’t have a system.
If you follow these steps, you’ll be able to deliver consistent and reliable content for that brand.
If you follow these steps, you’ll be able to deliver consistent and reliable content for that brand.
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Thank you for reading!
If you enjoy this content, follow me @ajthebrand for more!
Thank you for reading!
If you enjoy this content, follow me @ajthebrand for more!
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