Marketers should set brand guidelines to maintain consistency in branded content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2021, 3:58 PM UTC

Customers expect a brand to remain consistent in its interaction and messages across all touchpoints and platforms.

Marketers can achieve brand consistency by maintaining the same voice and tone of interaction, irrespective of the platform they use to interact with their audiences. To maintain brand consistency, marketers must first ensure that their brand content reflects authenticity. Creating authentic content can help brands build audience trust.

Setting brand guidelines can further help marketers maintain brand consistency even when they are collaborating with different teams within the organisation or with external vendors and freelancers for content creation. It can help marketers keep their content coherent and brand assets, consistent. Before setting brand guidelines, determine which fonts, colours and images align most with the brand image and its objectives.

Similarly, choose a standard brand logo and brand language for copywriters to incorporate while creating branded content. Marketers should also outline a brand approval process across all marketing channels and materials to maintain brand consistency and ensure brand standards are being met.

Read the original article

[4 minute read]