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How To Keep Your E-Commerce Brand Consistent (And Why It Matters)

Having consistency across your brands' marketing platforms is one of the most important things you can do to help your brand grow. It's what gives your brand the voice it needs to speak to your customers by relating to them on a conscious and subconscious level.

If you are new to starting your own business or have been doing it for some time, you will have heard of the term "Brand" or "Branding." A Brand is more than just a logo; it's a predefined set of ideas and ideologies set out to guide your brand on how to conduct itself aesthetically, perceptively, and verbally to relate to a targeted demographic, which is your customer!😀

Having consistency across your brands' marketing platforms is one of the most important things you can do to help your brand grow. It's what gives your brand the voice it needs to speak to your customers by relating to them on a conscious and subconscious level.

Today we will discuss what a brand voice or blueprint is and why you should have one. I will also give you five practical tips that you can implement right now to keep your brand consistent and build customer loyalty.

What is a Brand Voice?

For most people, when they hear "branding," the very first thing that comes to mind is a logo. A logo is a graphic mark, word, or symbol used to identify your business. Your logo is the cherry🍒 on top of your brand, BUT it is not everything, AT ALL!

Think of your brand as a person. Ask yourself questions like: What do they look like? How do they dress? What is their heritage? How do they interact with people and show off their personality? What are they interested in? Are they culturally influenced, morally or stylistically?

What makes them tick?

To build your brand voice, you need to clearly understand who your brand is to align yourself with those customers that can relate to you. If they can relate to you, they will notice you! How your brand conducts itself in each of these interactions will be the determining factor on whether your brand builds loyalty and gathers returning customers!

5 Practical tips to building brand consistency

#1 Establish your Mission statement and positioning in the market to come up with your content and give your brand direction. Build a foundation of who you are and who you are not by answering questions like: Who are we? How do we look? What do we offer? What do we say? How do we say it?

Think of a core tagline or motto that defines your brand. An example of a well-planned Mission Statement would be: The Red Rose Boutique is a quaint boutique located in the heart of Houston that caters to the sophisticated, vintage-minded woman who enjoys tailor-made experiences and is passionate about quality and style.

#2 Presentation - Perception, and self-presentation go hand in hand; it's a natural human tendency to pass judgment as part of everyday life. Different self-presentation strategies may be used to create different emotions in other people. This is where you get to define the "look” and how your brand interacts.

We do this visually with what is called branding. Consistent branding across all platforms emphasizes who your company is and what you stand for.

#3 Customer Service - Write down scenarios of good and bad interactions with customers, and every time you interact with them, use the same voice and tone for everything!

Create templates and automated responses so that you have already defined how you will react whenever you face a positive or negative customer experience. Create email templates, invoicing templates, and automated responses to consistently engage with your customer in a predefined manner.

#4 Take the customer journey yourself. Look at all the areas in which you interact with your customers and make sure at each one of those points your voice/ message is clear and concise. From when they first enter your website, what do they see, how long does it take them to see that, are they delighted by it, are they interacting with it, and what is the ultimate goal you are trying to achieve?

Knowing these details gives you the ability to convert everyday customers to loyal VIPs. Using Call-to-Actions allows you to lead your audience to your various platforms, all matching your brand's blueprint. And finally, any physical or digital marketing materials you put out need to be well thought out and correspond to that blueprint, which will ultimately allow your brand to be cohesive and get the recognition it deserves!

#5 Loyalty - At the end of the day, we all want returning customers, so creating consistently delightful customer experiences and adding value to their experiences with what some call "perks" are crucial to building loyalty. If you have made it a great experience dealing with you on all levels, why not delight your customers further by offering value-added perks? This will ensure that next time they are looking for something, they will remember the great experience they had with you and return directly to you instead of your competitor.

👑 Ask yourself what you can do to set your customer experience apart and give your clients that memorable little extra!

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Final thoughts...

Keeping your brand consistent is all about working with a plan and sticking to it!😎

Remember it takes between 5 and 7 contacts with a brand before a person will remember it, and if you don't have that consistency, you make it harder for your target audience to identify you.

So do the work now, set up your brand guidelines, and define what you stand for so you can go out there and find your people!


Sharlene AKA Jungle Queen

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