Picture the scene: when traveling abroad, you come across a locally activated advertisement relating to your brand. Your first reaction is one of delight that you’re actually getting eyeballs on your work. But take a closer look, and the delight turns to horror: the logo is too small, the strapline is last year’s, and the image chosen is just plain wrong.
As a marketer, it’s frustrating to find out that, somewhere along the line, your carefully crafted branding rules and global campaign brief have been forgotten about or ignored, and your brand is no longer being represented in the way you intended.
But more importantly, all of this is bad news for your business as a whole. Wasted marketing costs, customer confusion, lost revenue: these all tend to follow from an absence of consistency. Here’s the evidence to show that hardwiring consistency into brand representation really ought to be a top priority.
It takes an average of 5 to 7 brand impressions for a customer to remember your brand.
In a noisy marketplace, it’s likely going to take more than an advert or two to convince customers to take note of who you are, let alone to convert into a purchaser.
Brand awareness tends to be a cumulative process, whereby customers ‘join the dots’ regarding your brand, based on multiple touchpoints. If your PPC ads, local billboards, and other touchpoints are mismatched in their presentation and message, joining those dots is going to be a lot harder.
If you want to make an impact as swiftly and cost-effectively as possible, consistency is essential.
87% of customers think brands should work harder at delivering a consistent experience.
A business buyer picks up a flyer from your stand at a local expo. They like what they see, so they head on over to your corporate website for further research. The trouble is, the way in which your offering is presented on that site comes across a lot differently to the way the local guys had framed it.
Inconsistency leaves customers confused: something that’s hardly going to build trust or boost conversions! Given that the customer is always right, you need to eliminate it.
Consistent brand presentation increases that brand’s revenue by an average of 23%.
So let’s say you were to prioritize consistency; to refocus your brand governance and to boost your technical capabilities to achieve it across all your scattered teams. Will this effort actually be worth it?
The evidence – and our experience – suggests that it is. Globally adapted content that’s consistent in its messaging and presentation is shown to have a direct positive impact on sales, and on revenue.
81% of global brands involved in localized marketing cite “communicating a consistent brand message” as a top organizational priority.
Global businesses know that achieving consistency is important, but they also recognize that it’s a constant struggle. Not least, with multiple branches all engaged in content adaptation, there’s always the risk of deploying the wrong assets, changing material in the wrong way or bypassing the rules.
Fortunately, the Brandgility platform is fully geared to help you with all of this. As well as enabling you to store, control, and enable access to all the right assets, it also incorporates complete template-based brand deployment which features baked-in brand rules. This keeps you in full control over what can and cannot be changed, enabling local teams to get creative and stay on-message. All of this helps to ensure a consistent, conversion-focused customer experience, and with it, a stronger bottom line.
We’d love to tell you more. Contact us for a chat.