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Why you need a unified brand

Every business, from a B2B service provider to a multinational conglomerate to a small home-based business, needs a consistent, recognizable and unified brand. Here is a look at what a unified brand is and why you need it in this day and age.

A unified brand

A unified brand is a collection of attributes linked to your business, including your core business values, products and/or services, unique selling points, and business goals and objectives. Your brand should be able to convey these attributes effectively. A consistent brand means that everything you do should reflect the brand values you set, right from your advertising campaign to your customer interactions on the phone or in person. Such a level of consistency gives your business an identity that people can identify with.

An ideal unified brand should communicate your core products/services and competencies, what makes you unique and stand out from the rest, and should be visible in everything you do.

The importance of a unified brand

Now that you know a little about a unified business brand, here is how it can help your business:

  • It sets you apart from the competition and makes you more recognizable in the minds of your target audience.
  • It injects your business with an identity and personality that people can relate to and remember.
  • It delivers your key values and messages effectively and reinforces them with every action you take.
  • It makes you look more professional, improves trust in your business, and sets you as an industry authority.
  • It promotes customer loyalty.
  • You can better substantiate your price of products and services by using your brand value correctly.

Defining and keeping your brand consistent

To define your brand, you should examine every aspect of your business and highlight the key factors that set you apart from your competition. Next, you should reinforce your brand in your business cards, marketing material, logo, signage, print collateral, website, videos and client/business interactions.

Your visual branding and message should be applied clearly and consistently across all your business communication channels in order to project a strong business identity and drive trust and positive sentiment. In the long run, a consistent approach strengthens your identity. However, consistency does not mean that your communications have to always look the same. It means that you have to define certain standards, like your font type and size, visual style, logo, color palette, and so on. Stick to these standards, and you will still have freedom to change your communication pattern.

Most importantly, your brand has to remain consistent in both digital and print design. What other businesses and customers see on your business card and print advertisements should be consistent with what they see on your website and social media profiles. When you hire a graphic designer or graphic designing company, you need to ensure that the design reflects your brand and not the personal style of the designer.

Remember, as you develop a consistent brand identity, you need to develop and adhere to your branding guidelines to maintain consistency. Keep these guidelines simple and it will be easier to keep your brand identity consistent.

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