The most recognizable brands in the world are beloved because their customers trust them and, as a result, are loyal to them. Businesses like McDonald’s, Starbucks and Apple are what they are because everyone knows what to expect when they interact with them. It’s all about brand continuity!
A lot goes into creating a brand that will withstand the test of time—it goes way beyond visual elements like a logo and colors and fonts. One of the elements that should be injected into your brand is a promise of how you will treat your customers when they work with you.
Whether you’re a retail store, a professional speaker, or coach, your customer is on a journey. They will engage with your business if they believe you can help them reach their goal.
How do you gain a customer’s trust? By proving to them that they can count on you.
And how do you do that? By creating a consistently positive experience at every single brand touch point.
It’s about brand continuity.
Brand continuity is even more important when we’re talking about brands like yours and mine that are intangible. When you’re a speaker or coach or other type of service provider, you can’t really show someone what it’s like to work with you, until they start working with you. But you can help them form some impressions.
How to gain trust (and paying customers) through brand continuity
The following are some examples of ways you can be consistent with your branding and marketing so people can come to trust that working with you will be a positive experience.
Post regularly. Train your customers to visit your blog every Thursday for a new article. Or to visit your Facebook Page for a morning quote to go with their coffee, or check your Twitter feed for your thoughts on a breaking news story. By being consistent with your content posting, you’re showing your audience they can count on you.
Sound consistent. In every piece of content you’re publishing, be sure to use a consistent voice. Through your emails, your proposals, across your social media channels, your blog posts… everything you put out needs to have a consistent voice. Not only does all your messaging have to sound like it was created by you, but it must stay on point. If you outsource your content, make sure your writer has a copy of your brand voice guidelines. For instance, if you use formal language on your website and in your blogs and email messages, but you’re casual when speaking on the phone with someone, customers will be confused.
Look consistent. If you have a very distinguishable visual brand, be sure it carries through all your marketing and when you show up in person. If you’re a suit and tie person in your marketing collateral, show up in a suit and tie. If you’re a sneakers and a polo shirt person in your marketing collateral, don’t show up in a suit and tie!Does your brand have enough continuity to instill trust?
Behave consistently. Do you on-board each client the same way? Do you check in and follow up regularly with every client? Do you request testimonials and write up case studies systematically? Do you send a note to each client on your one year anniversary of working together? All these things become much more powerful when you make a point of including them in your overall process.
The minute someone first lays eyes on your brand, whether it’s a business card you hand to them at a networking event or they’ve landed on your website via a Google search, they have to have a consistently positive experience with you at every point along the way in order to develop enough trust in you to buy.
Have you taken the time to ensure you’re delivering a consistent experience at every single touch point? Take the time to follow your customer’s journey by reading your newsletters, blog posts and social media posts. If something feels off, fix it!
Do you have anything to add about brand continuity? Please share in a comment below.
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!