Create brand guidelines
Defining brand guidelines and creating a branding document or manual can help support brand consistency. TV shows have these to help actors, writers, and directors maintain the tone and feel of the show. Businesses can also have a set of rules that any manager or employee can reference in order to keep customer experience on brand. You might even use a set of campaign templates to ensure your emails and other marketing materials are all consistent with your brand.
Assemble and organize all marketing assets
You (or you and your team) no doubt have plenty of ideas about the marketing assets you’d like to create and the tools you’d like to use to get your message out to your audience. But until you look at all those ideas together, it can be difficult to see how different disparate assets—such as online ads, videos, packaging choices, and product designs—can be. Bringing all of these different ideas into one central location makes it easier to see what they have in common, so you can make smart decisions about how you’ll use them to connect with your customers.
One way to organize your marketing assets is by the type of campaign and the platform used to launch it. For example, you can assemble all your brand elements—colors, fonts, images, slogans, etc.—for email marketing campaigns in one space. Then those elements are easily available as you craft email campaigns that your customers will recognize at a glance.
Use digital asset management software
This helpful tool creates centralized systems for businesses to organize and access media assets. Ultimately, digital asset management software can make it easy to maintain media assets and create branded content, ensuring all content remains in line with your brand image, tone, and persona.
Recycle your content
There’s no point reinventing the wheel for every new marketing campaign. If something has worked in the past, consider using it again—maybe with some small tweaks. Not only will it bring a sense of familiarity to existing customers, but its past success means it’s likely to resonate with new and potential customers, too. Brand consistency results in loyal customers with less work on your part.