You’ve got a marketing message to convey to customers. Simply put, your marketing message explains to customers that you have a solution to a problem they’re trying to solve – whether that problem is needing a new car, learning how to speak a foreign language or hunting for an apartment.
From the moment you establish what your marketing message is, you’ll need to ensure that all of your branding materials match up with your overall message. This means that every aspect of your marketing campaign needs to be consistent across multiple channels. Consistency speaks volumes about your brand, and just what types of problems your brand is trying to solve.
Let’s dig into what brand consistency looks like throughout all of your branding materials.
Designing a Consistent Marketing Message
- Color –
Color selection may seem like a small detail in the grand scheme of the branding process, but it plays an important role in how customers view your product. In fact, color selection plays a major psychological role for many site users. Think about whether the McDonald’s logo would be as effective in a different color scheme. The trademark red and yellow design almost screams “French fries and catsup!” Poll a group of your customers or people among your target demographic to determine what colors appeal to them; you may find your logo or web design needs to be reworked.
- Clear, Compelling Content –
There’s a scientific side to content development beyond just writing interesting copy. Your content needs to work with how people use your website. Users skip to headers and bullet points to get the most out of your content in the quickest way possible, so format accordingly. Make it easy for your site visitors to scan through your content to get the information they need. Stick to short pieces to ensure readers stay engaged.
- Use Images Well –
Even if you have great content formatted in a way that’s easy to read online, too much text can make your website look dull. Make sure each piece of content has some visual element – a photo, a chart, a headshot of the author – that will help break-up blocks of text. Images should be formatted for the Internet to minimize page-load times. Site slow-downs are among the biggest reasons users leave a website.
- Navigation –
Work with your web design team to create a site that makes it easy for visitors to get from point A to point B. This is best done through intuitive navigation. Use clear page titles and buttons to move your site visitors through the conversion process. Keep in mind that most visitors will make a decision to leave your site or stick around based on their initial 2-second impression of your website.
Consistent Branding Encourages Conversions
At the end of the day, your branding campaign’s primary goal is to inspire action – whether someone sees your logo and decides to try your product, or lands on your website and decides to read all about your company. Decide what goal you’re trying to reach and design a marketing campaign that helps you get there.