If you’re sending mixed messages in your branding, it can cause confusion and reduce the trust your audience has in you, making it hard for you to get your message out and build your brand into a strong business entity.
If you’re not consistent, it can dilute your brand and make it hard to define the benefits you offer. However, it’s easy to avoid sending mixed messages in your branding if you’re careful.
Create a Brand You’re Passionate About
When you’re naming your business, choosing a personality for it, and dressing it up, don’t choose things you’re not proud of and sure about. You can test your ideas out on your audience before finalizing them using surveys and the internet. When you decide on a brand voice, look, and feel, it’s time to live it.
For example, if you’ve created an exclusive training brand, your brand identity may be very business-like and buttoned up. If you then turn around and post pictures of yourself working in sweat pants after you published an article about the importance of getting up and getting dressed for the day, your audience will find you inconsistent, and it’ll lower the trust your audience has in you.
If you know you’re not the type to really do what you’re recommending, don’t recommend it. You oversee your branding and your business. While you want to make sure you’re attracting the audience you want to work with, don’t choose to work with an audience that you won’t even like. Instead, realize that you can attract your own audience based on your personality. You don’t have to copy others.
Continuously Study Your Analytics
It’s a balancing act to stay in your lane in terms of branding and checking up to make sure your ideas are really working. You may think you had a great idea with that last Facebook Ad campaign, but after looking at the numbers, you may discover something wrong. Maybe you got a lot of traffic to your sales page due to the advertisement, but few people took advantage of the offer. Why?
It might be a very subtle inconsistency between your advertisement and what they found on the landing page that made them not trust you enough to go forward. It can be something as small as an image out of place or a word that turns off your ideal audience. This is one of many reasons always studying your numbers and your audience will pay off big time.
Create a Style Guide & Templates to Make Marketing Easier
One of the things that’ll take the longest, but pay off the most, is creating a brand style guide and templates that’ll help you systemize your product development as well as your marketing efforts. Looking at your customer avatars and choosing a customer to create content for to help them move through their place in the buying journey before creating the content will ensure you are more consistent, the same way using an eBook cover or newsletter template will help create consistency. Plus, it saves time.
If you outsource, giving this information to writers, graphic designers, and others will ensure consistency without you having to spend too much time explaining your brand. Whoever you hire can simply use your style guide that explains your brand’s audience, voice, and images, including design and so forth.
The more you create systems in your business, the more consistent you can be with your branding efforts. That consistency will ensure that you avoid mixed messages in your branding — whether you do the work yourself or you outsource it to someone else.
Get Clear On Your Brand
Download my Brand Magnetism ebook + workbook to help you identify your ideal client, develop your brand, and document your branding so you’ll always keep consistent and never send mixed messages in your branding.