Your brand is the visual representation of you and your business. It includes your logo, the design of your website, your letterhead, your business cards, the fonts and colors you use, your tagline, the name of your business… and any other pieces that go into the image of your business.
This image is the FIRST thing that people will see of you and your business when they come across you online, so your brand needs to be an accurate representation of what you’re all about.
One of the biggest mistakes I see entrepreneurs making with their brand is a major lack of consistency. Their website looks one way, their business cards have a completely different design, and their Facebook page and Twitter profile have something completely different going on, as well. Nothing matches up consistently and the result is that they are communicating a very mixed message, which can be super confusing for people who come in contact with them!
Here are some of the amazing benefits of having a consistent, cohesive brand.
Look like the Expert in Your Field
When your branding is beautiful, professional and consistent across all of your marketing pieces it immediately gives people the impression that YOU are the expert in your field. It conveys that you know what you’re doing, you have it all together, and you’re serious about your business and helping your customers.
Look at some of the big brands that you see every day: Starbucks, FedEx, Coca Cola. Their branding is on EVERYTHING that they do, and it makes them look professional and you get the impression they are the expert and are serious about what they do.
Become Easily Recognizable
When you’re consistent with your branding, people will start to recognize you. They’ll come across you different places online, or come in contact with your offline marketing materials, and it won’t matter where they find you. They’ll be seeing the same image and it will start to become familiar.
Again, look at Starbucks or Coca Cola. When you see their branding, you know who and what it is. It’s familiar and recognizable, you feel like you know them. This familiarity builds trust, which is a very important part of getting people to buy from you.
Feel Confident about Your Brand
One of my favorite benefits of having a consistent, cohesive brand is that it makes me feel more confident about marketing myself. It gives me a feeling of being professional and irresistible. I love to see my website, Facebook page, email newsletter, business cards and everything else matching up and looking sooo good.
The truth is, if you don’t feel good about your brand and how your business is represented, potential customers will pick up on that. When you don’t feel good about it, you’re putting out vibes that say, “I’m not very good” or “I’m not really an expert” or other negative thoughts and feelings. And other people will sense that, usually subconsciously, and they’ll be turned off.
But when you feel great about your brand and how your business looks, it will draw your ideal customers right to you like a magnet. They will pick up on that feeling of being irresistible and will be attracted to you and your business. They’ll see you as the professional expert you are, because you’ll be feeling like it and portraying it in everything you do.
How’s your brand doing? Is it consistent and cohesive, or could it use some work? What action are you going to take today to make it more consistent?