Brand Management – consistency is king

Do you know what your brand is?

If you said yes, it would be curious to consider whether your target market is likely to think the same. If you said no, how on Earth can you expect your target market to know who you are, what you do and what you stand for?

A brand is more than a name. It’s more than a logo. It’s more than a colour scheme or the font of the signage. A strong and consistent brand helps to create a positive public perception of who you are.

Companies of all shapes and sizes invest heavily – both financially and in resources – in crafting their unique brand identities, encompassing everything from names and logos to websites and positioning statements.

The process however, must always start with the questions: Who are we? Whose needs are we meeting? Why would a client choose us?

This process of self-reflection is needed for a brand to truly represent an organisation.

Only after this process can you start to consider other aspects of your branding strategy; and be prepared to adapt it as the market and/or your business changes.

This can include everything from the tone of your marketing – loud and bright for perhaps a new beverage; more subdued and muted for a high-end restaurant trying to evoke a sense of luxury and prestige.

It is important to ensure your brand remains consistent across all forms of usage from shop signage to social media posts, to make sure the messaging remains on point.

This may mean having robust systems in place for comprehensive brand management which shows that you are committed to upholding the promise associated with your brand, and that you are committed to delivering on that promise to your customers each time.

What must always be remembered is that merely developing and owning a brand is just the be-ginning – its true value is achieved through maintaining its professional and consistent application.

Every time a brand is used is an opportunity to create a connection and reinforce your company’s point of difference in a competitive marketplace.

It may sound overwhelming but doesn’t need to be. Consistency is a trademark of any successful business and the same is as true for branding as it should be for customer service and service delivery.

Know who you are as a brand and make sure every communication you have with possible clients reflects this brand.

If you need help, there are loads of videos available on social media including this one (, or you always reach out to the specialists for help and contact Founder and Director, Bev Strickland at Strictlymarketing on