Is branding across all my marketing channels really that important?

In short, yes!
 
When it comes to branding and awareness of your company, you should try to be as visually consistent as you can. You want your customers to instantly recognise you. First you must start with your logo and then build out your brand from there.
 
Ensure brand consistency across all your channels
Brand consistency refers to your brand identity, brand voice and brand guidelines. Does everything you create follow these guidelines? Doing so is a major step towards letting consumers get to know you as an organisation.
 
When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to buy from you. They will also be more likely to recommend you to their peers.
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Corporate branding evolution

​It is inevitable that the company and products will change over time. Be sure to keep the core brand intact. An ever-changing brand personality won't do the job. That’s why it’s so important to develop standards for brand consistency, on and offline. Every interaction that customers have with your brand should embody the brand promises and values.

​The content on your website, social media channels, newsletters and any offline marketing should all have the same 'feel'.  Making connections between the content you own is a great way to maximise your presence.  This way you can ensure you get the largest number of eyes on your products and services.

​When it comes to your website you should ensure that it is consistent with all your other marketing. You should also be mindful of how user-friendly your site is. Can customers navigate around your website easily?
 
Structure: how well structured is the content on your website? You need to aim for a minimum number of navigation layers. Customers want as few clicks as possible to get to what they want. The website section division must be clear, logical and predictable.
 
Minimalism: efficient web page navigation is always simple and user-friendly. Add only those elements to your menu design that are essential for the effective communication. The key to success is a menu bar consisting of a minimal number of sections that goes to what they need.
 
Design: when selecting a design focus on readability, integrity, and harmony. Too many icons, buttons and shortcuts will put visitors off your site. The simpler the web navigation, the likelier customers will stay on your website.
 
Remember that: navigation can affect traffic and how high you’ll rank and how much traffic you’ll get from search.
 
Navigation affects conversions: how easy the site is to use effects what percentage of visitors convert into leads and customers.

Social media icons

​​Social Media Integration
​Do you want to grow your market and reach a broader audience?  Then the key is to integrate your business into social media.  Social media channels and your website should work together to promote your online brand. Opening accounts in these platforms is completely free. They are a very good tool to increase your popularity and online presence.
 
Add links to your social channels from your website to increase the chance that search engine users will find your website.
 
Being active on social media channels can help build (or retain) a solid audience. Post regularly and keep your audience updated on your products and services as well as what's new on the market.
 
Unless you are able to do it yourself, marketing requires a lot of time, effort and money. But when it is done correctly and consistently across the various channels, it can be extremely powerful and rewarding.
 
Getting your brand, marketing strategy, website and social media platforms to where you want them to be, takes time and a lot of effort. If you are a small company, it might be worth considering hiring external professionals to help you.

If you want to know more about this important topic read our blog How important is branding for my company?

You might also like: 50 meticulous style guides every startup should see before launching by Canva.

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