Even if you don’t have time to read the full text on social media or Google Ads, you’ll already know from the colors and display who the ad is. Why? You will definitely recognize strong brands intuitively; typical examples are Google, Apple and, for example, Fazer. Many lesser known Finnish companies than those listed above have also built a strong brand image with consistent visual work. An example is the clothing brand Billebeino.
A unified brand appearance helps make your brand recognizable anywhere, whether it’s a Facebook ad or a blog post on your own website.
In this blog, we’ll explain why it’s important to maintain a consistent brand appearance and how it helps increase brand value in the eyes of customers.
Why invest in a recognizable digital brand look?
In today’s world, it is increasingly difficult for companies to stand out with their products. Every day you receive hundreds of marketing messages without even paying attention, but familiar and attractive brands stand out in the flow of messages. We have many competitors and the market has matured for a long time, which means that the products have been greatly developed and meet the expectations of customers.
One of the most important ways to stand out from the competition is to invest in your brand.
A brand is made up of many different factors, but in this post, we are going to take a look at the importance of brand appearance. In more general terms, you can read, for example, here. A consistent brand appearance helps the customer to identify your product. By maintaining consistency in your image, you remind the shopper of your brand and engage with it.
What is the use of a recognizable digital mark?
The answer is, of course, quite clear. People don’t tend to buy from strangers. The initial reaction will always be one of doubt if the customer has never heard of your brand. But if you stay consistent, they’ll recognize you the next time they see you and have much more confidence in your decision to buy right away.
Also, when you attract customers with your brand, they may become loyal and more likely to refer their friends to you.
According to research, 92% of people buy based on recommendations. Nielson, 2012
Let’s explore the power of a digital brand.
You are buying a new television. Do you first take a look at what a completely unknown brand has to offer, or look at what LG or Samsung have to offer, for example? And would you rather buy new sneakers from Nike, Adidas, or a new sportswear brand you’ve never heard of? Price, quality, or product features are far from the only things you consider when making a purchase decision. It is also no coincidence that in online stores you can search for famous brands directly from the category menu. Of course, there are many other important considerations when making a purchase decision, but a well-known brand has a clear competitive advantage, and such brands have a clearly recognizable appearance.
How do we develop the look and feel of your digital brand so that the buyer recognizes it?
If your brand has guidelines for how your brand should sound and look, you’ve come a long way. But do you put it into practice?
If such guidance does not exist, a good way to start developing your brand’s look and feel is to create a distinctive, coherent and strategic brand strategy.
In brand strategy, we define what your brand is, what your values are, what is the difference between you and your competitors. This will clarify your communication which will be unified for your customer. For example, we can determine which images on your website and marketing materials are most relevant to your customer and evoke the desired experience.
When we first determine the above factors, we will be able to develop a look that suits you and determine what tone your text content should have. A brand strategy captures all of your digital marketing essence. Social Media Ads, Google Ads, and Landing Pages to create your content best fit your consistent brand look and feel. When it looks visually consistent in many places, your customers make a strong impression on your business.
Maintain a consistent brand appearance in practice
Now that we have created a clear idea of what your brand looks like, the next step is clear. You just need to put in practice and make sure you maintain a consistent look.
This means that all your social media posts, your own marketing materials, the look and feel of your website, and for example your Google Ads advertising should be in line with the digital branding strategy you have previously developed. Use images of the same style online, keep colors and fonts consistent, and print with the same style. In this way, you will gradually start to create a strong brand image for yourself, which the buyer recognizes and knows that this brand is of high quality and trustworthy.
All this may give the impression that now you must constantly stick to this particular image, but this is a wrong idea. Defining your brand will help you develop it in the direction your customer likes if you know which brand appeals to your customer. Good examples of unified brand expression include Tesla, Apple, and Iittala. See how all of the above brands give a “premium” impression? New elected owner of the best website in Finland Ruokangas The new selected owner of the best website in Finland stands out for its original brand experience.
At first, it can seem like a daunting task to maintain a consistent look and feel for your brand. It is typical for companies to follow this path with enthusiasm, such as updating their logos based on what looks beautiful no matter what the customer base thinks about it and if they can identify with the logo and other visual elements. Building a brand also takes time and diversified digital marketing, as brand awareness doesn’t grow overnight. Google didn’t grow to its current level overnight either, but the path to its corporate identity was gradually paved and it was always easily recognizable to customers.
For all the above reasons, it is important to gradually develop your brand’s appearance in only one direction: on your way to becoming the most famous brands in your city, country or world.