We all know people who can basically say whatever they want— and you know others who are called out for seemingly minor slip-ups, right? Or have you seen a company post something on social media that immediately gave you the ick, but another brand did something similar that made you laugh? Big or small, business branding consistency in Roanoke, VA, and beyond often determines whether something goes down easy or gets labeled cringe.

I’ve said it before, and I’ll say it again. Branding is more than your logo and colors. It’s who you are: your voice, values, and more. So, consistent branding for a local business helps you avoid an identity crisis, so customers can easily identify you.

Who Are You? Who Aren’t You?

So who are you? Who are you really? 

I’m no therapist, so when I ask that question, I mean it from a brand identity perspective. 

When we work with our clients, we focus on what sets them apart. We start with a survey that goes beyond color preferences. We get into mission, values, and what customers care about. 

While it’s always interesting to get to know our clients, our main reason is the bottom line. We can do all the research in the world on your industry, but you’re the experts on you. 

Everything we do is to represent you accurately. 

If you don’t have a marketing agency or a marketing department to help you, you still need to create brand standards so that everyone who posts for you understands how to do it right. 

That means knowing how your brand talks, what it would and wouldn’t say, and more granular identifiers like fonts and colors. 

What Does Branding Inconsistency Look Like? 

I started this blog with a semi-subtle example of brand inconsistency: the ick, or cringe factor. You’ve almost certainly seen it with a brand, but you have also seen it in a friend group when someone tries to join in on a joke that doesn’t quite work for them. 

Michael Scott was a great example of the inauthentic joke. He’d often take it to extremes, making it offensive, but it all came from a place of desperation to fit in without understanding what he was trying to fit into. 

It’s how some people feel that corporations murdered April Fool’s Day. Don’t try to be a part of something you’re not a part of. After all, there are plenty of things you are a part of, and that’s where you should focus. Stay authentic. 

That said, even if you know who you are, brands can inadvertently confuse people by using different versions of their logo that make them ask, “Is this the same company?” 

They may cause similar, though perhaps less dramatic, problems by using different colors or fonts. They may not be enough to make people ask the question out loud. But it may be enough to make them feel off. 

What Does Branding Inconsistency Cost?

You’ve probably heard that you need to eliminate friction in your sales process. It’s not always easy, particularly if your product or service is complex. At some point, someone will need to ask questions that slow things down. 

However, inconsistent branding is unforced friction. That off feeling I mentioned earlier? That could cause enough hesitation that your customer goes to someone their friend recommended instead. 

On the other hand, consistent small business branding in Roanoke, VA keeps you instantly recognizable so you don’t lose customers to confusion. 

Don’t Confuse Rebranding with Inconsistent Branding

Now let’s add a little nuance. There’s nothing wrong with consciously changing your brand. Though recent history is full of dramatic examples of visceral negative reactions to small branding choices, most of the time, if you do it mindfully, you can rebrand your company.

There are two keys to rebranding well: 1) Know why you’re rebranding (and keep the purpose in mind every step of the way), and 2) Do it well (ideally with the help of a talented marketing agency).

Let Pop Handle Your Small Business Branding Consistency in Roanoke, VA

Your brand is your values and what you stand for. It’s your history. It’s your voice. 

Your brand is also how people perceive you, your story, and every font and color choice you make. Are you choosing all those mindfully? Are your employees? 

The truth is, everything we do affects our brand, and you don’t always have control of perception. So would it be a bad idea to offload what you can control to people who specialize in small business branding consistency in Roanoke, VA? 

We think not. 

Let us help with your brand identity in Southwest Virginia. Call POP today!