5 Strategies for Maintaining a Consistent Brand Identity

Maintaining a consistent and strong brand identity can be especially challenging for entrepreneurs. According to research by Lucidpress, consistent product launches can increase revenue by up to 33%. However, business owners often face certain obstacles when their products are in critical condition.

Overcoming these challenges includes pausing to build a strong brand infrastructure, seeking outside expertise for successful rebranding and defining a clear brand tone of voice.

Related: How To Finally Get Consistency After Branding Your Own

Overcoming challenges in times of crisis

Entrepreneurs often face significant challenges in maintaining brand equity during times of crisis. Shawn Cole, President and founder of Cowen Partners, shares his experience: “During Covid, we are spreading ourselves thin with ancillary services, causing market confusion and declining revenue. It is difficult to do everything well or be the solution for everyone. So, we explained redefined our target audience and our preferred level of service, and doubled, tripled. I'll get back to you when it's ready.”

Unfortunately, a common pitfall among entrepreneurs is the lack of a complete brand other than just a logo. In some cases, entrepreneurs have no more than a logo. This is a great opportunity to dive into your product or service. Things like core values, ideal customer profile, origin story and market research can not only help you make your brand but 10X your business.

As an entrepreneur, you can develop a deep understanding of your brand by defining the fundamentals, identifying your ideal customer and conducting thorough market research. This all-inclusive approach can greatly improve your brand identity and growth. You can start with the following best practices.

1. Verify internal communication before going outside

Internal communication and employee alignment are essential to ensure product consistency, especially in times of turmoil. Cole explains, “We always communicate our company's values ​​to employees, especially in a remote location and with employees from different backgrounds and experiences. Employers don't realize that prospective clients question your employees every day. They may say you're not different from the next firm or your prices are too high, and your employees, over time, will begin to believe in themselves why we built our business to succeed.”

To get the same results, you must constantly reinforce your company's values ​​and unique selling points to your employees. This not only strengthens internal alignment but also equips your team to confidently communicate the value of your product to customers.

2. Build a strong product infrastructure based on your unique business

Another big challenge is to avoid constant product burnout and focus on building a strong infrastructure. Don't get so caught up in the little things that you forget who you are. If you're constantly putting out brand fires, your brand will inevitably appear as if it's in perpetual trouble. It is important that you take a moment to pause and focus on building a strong infrastructure for your brand. By doing so, you will have the necessary tools to handle every unexpected challenge, surprising project and brilliant idea that comes your way, allowing your brand to remain consistent and strong.

Ultimately, the goal is to build a strong product infrastructure that helps you avoid ongoing work. This practical approach makes your product resilient and resilient to various challenges.

Related: 4 Steps to Creating Lasting Brand Identity

3. Don't fall into the temptation of internal name changes

The biggest misconception about rebranding is that it can be done internally. This is false. Consider the example of Tropicana, which in 2009 attempted to revamp its interior packaging. The new design, which cost $35 million, was met with widespread customer backlash and resulted in a 20% drop in sales within two months. This costly mistake led to the Tropicana returning to its original design.

Trusting an experienced external team, ensures new ideas, innovative solutions, and successful redesigns that align with your vision while effectively reaching your target audience.

4. Stay up-to-date on current events and industry information

Recent industry changes, such as the FTC's ban on non-compete agreements, have significant implications for brands. This change emphasizes the importance of cultivating consumer loyalty to the product itself, rather than to individuals or founders.

Take celebrities like Kim Kardashian or Kanye West, for example. Consumers who are more closely related to these individuals than the various brands they represent are more likely to follow them wherever they go than to remain loyal to their business relationships. This attitude highlights how brands must focus more than ever on creating a strong, independent identity that maintains consumer loyalty, regardless of key people movements. This approach ensures long-term product sustainability.

Related: A 5-Step Guide to Rebuilding Your Brand Consistency (and Improving Customer Trust)

5. Align your vision with your strategic goals

Proper alignment in product placement is essential to avoid common pitfalls. Marketing is not just a logo or a tag line; the art of alignment — aligning the C-suite's vision with the brand's strategic goals, ensuring seamless communication between your company and the consumer, and fostering a collaborative relationship between you and the sales agency. If these elements are in harmony, the product can flourish, avoiding the pitfalls and disappointments that many agencies have had in the past.

Ultimately, by aligning the C-suite's vision with strategic goals and establishing collaborative partnerships with branding agencies, businesses can build strong brands that stand the test of time.