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How to Build a Consistent Brand

How to Build a Consistent Brand

You may have heard that branding is the key to long-term business success.[1] This is true; however, it is also extremely important that a brand is always consistent. Consistent branding generates trust and increases consumer loyalty. It also ensures that your brand and value propositions are always recognizable. Businesses are just like people, consistency creates confidence.

Since consistent branding is so important, companies should spend significant time planning and shaping their brand. Your brand is how you want people to see and perceive your company. Do you want them to think you are innovative, dynamic, solid, dependable, or classy? These are all qualities that you will try to consistently represent with your brand.

So how do you achieve this? These are the steps that should be taken to build a consistent brand.

Pinpoint Your Customers

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    The first step is to find out who you want to communicate to. For example, if your business is a weight loss pill for middle-aged women, you are not targeting male college students. This is important to know because the message that you will want to send to middle-aged women will be a lot different than the message you might want to send to college-aged men. So you must do some market research to identify who your demographic really is. It is extremely hard to operate a business that targets everyone.[2] When you know who you are talking to, you will be better positioned to create a consistent tone, message, look, and voice that appeals to your audience. When this is consistent, people will always know what to expect and you will be easily recognizable and highly memorable.

    Be Clear On The Mission Of Your Brand

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      After pinpointing your customers, you want to make sure that you are clear on the mission of your brand. This requires you to look inward at your organization and identify what it is that you really want to do. This will increase the appeal that you have with your potential customers. It will also shape how you want people to view your brand.

      What perception should people have of you based on your mission? For example, if your mission is to help middle-aged women lose weight, you don’t want to create a brand that makes people perceive you as uncaring. You want to create a brand that communicates your mission to the world. You might communicate that dealing with a changing body as you get older can be difficult, but your company is here to help. If you can consistently reinforce this message you will attract more customers and start to live the mission of your brand every day.

      Create Your Visuals

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        The way that your brand is presented to the world is extremely important. People connect to visuals faster than words. This means that no detail can be overlooked. People will associate these visuals with your brand and make determinations about what they think about your business before they even experience your products or services.

        There are a few things that you want to take into consideration including:

        • Your Logo: This seems easy, but can actually be extremely difficult. Once a logo is established, it is very difficult and unwise to change it. Due to this, you really need to get it right from the start. There are many approaches you can take, including abstract designs, words, shapes, graphics, and much more. Remember that your logo will represent your brand on all collateral that the public sees in a consistent manner. Make sure it is something that you are completely happy with.
        • Company Colors: The color of your company sends a powerful message to your customers. Every color communicates something different. So make sure that you are using the colors that send the message about what you want your brand to project. Then use these colors consistently on all of your materials, including advertisements, flyers, mail, stationary, and your website.
        • Links: In the age of the internet and social media, the links that you will be sharing with the world cannot be overlooked. Many companies use shortened links in order to more easily share links over multiple platforms. This is a good strategy, but it looks bad visually and not very good for branding. Fortunately, companies now have the ability to create their own branded links. These links provide a better visual and help to consistently brand your company even when you are just posting and sharing on social media. This infographic by Clkim tells more about why & how branded short links work.[3]

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          Identify Your Tone

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            The tone of your brand is important. However, it must be specific and consistent. Do you want to be funny, ironic, conversational, polished, professional, casual, visionary, or cutting edge? There are an unlimited number of tones you can choose from but the most important things to consider are to make sure that your tone aligns with your audience and is consistent in all of your communications. Try to make your tone different, unique, and memorable. For example, many years ago there was an internet marketing expert known as the Rich Jerk. He sold internet marketing courses and he had a very specific tone, he was a jerk. He was always bragging about how rich he was and claiming that everyone else was probably too stupid or lazy to be as rich as he was. It was highly memorable and turned out to be a great tone for getting people to buy what he was selling. You might not want to go that far with your tone, but it is a great example of what is possible when you project a consistent voice through your writing and communication.

            Conclusion

            If you follow the steps outlined above, you will be well on your way to creating an appropriate, memorable, and consistent brand. The benefits of this can be astounding. Consistent branding is one of the main keys to a successful business, right behind having a quality and in demand product or service. Just remember, you do not need to recreate the wheel. Follow the steps in this article and start building the brand and reputation that your business deserves.

            Featured photo credit: pressfoto via freepik.com

            Reference

            [1] http://www.inc.com/samuel-edwards/why-business-personalization-is-the-key-to-long-term-success.html
            [2] https://www.entrepreneur.com/article/240163
            [3] http://blog.clkim.com/2016/12/next-evolution-shortened-links-branded-links/

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            Vikas Agrawal

            Vikas is the co-founder of Infobrandz, an Infographic design agency that offers creative visual content solutions to medium to large companies.

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            Last Updated on July 2, 2020

            13 Common Life Problems And How To Fix Them

            13 Common Life Problems And How To Fix Them

            In life, we encounter problems as we breathe. But it doesn’t get to us until we feel a major impact, and that’s when it becomes a source of concern, hurt, or sorrow.

            Life problems, depending on their magnitude, can be clogs in the wheel of progress, and we may not be able to attain our full potential if we don’t learn to place our problems in the proper perspectives as suggested in Robert Schuller’s Tough Times Never Last.

            In this article, I have identified some common areas where you will most likely face problems as you make progress towards reaching your full life potential. I have also suggested practical approaches in handling, managing, and solving such problems.

            1. Financial Crisis

            We live in an uncertain world and a financial crisis may come at different stages of life. While you should always anticipate and prepare for a financial crisis, it may still catch you off guard or the magnitude may be far more than any preparation you have made over the years.

            It could be that you lost your job or a major investment, got slammed with a lawsuit that threatens your savings, or have your livelihood be affected by a major disaster. So what do you do when you are in a financial mess?

            Solution

            To overcome a financial crisis, you will have to come to terms with the crisis. Acknowledge and accept the situation and begin recovery by setting your financial priorities right.

            The next thing to do is to identify the cause of the crisis. If it’s due to a job loss, then your effort should be directed at getting a new job. If it is having multiple debts, look for ways to consolidate your debt so that your monthly debt repayment can be consolidated into one instead of being burdened with multiple payments.

            You can also sell some of your assets to raise money to save the situation, or look for a better job if you are earning less at your current job. Don’t hesitate to ask for help from family and friends if you need to.

            2. Health Crisis

            Another major problem that might come up in your life is a health crisis. This is not far-fetched because our body systems work round-the-clock, even when we are sleeping. As a result of this, and if you don’t maintain routine health habits, health deterioration might begin to set in. Things might even get serious if you don’t attend to it early.

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            Solution

            When you are facing a major health crisis, the first thing to do is to consider lifestyle changes. This includes cutting down on junks, eating healthy diets, exercising, breathing fresh air, taking some sun, etc.

            Apart from the lifestyle changes, you have to seek quality medical help and make sure you get different opinions about the state of your health so you can get the best affordable care.

            3. Relationship, Marriage, and Family

            There may not be anything as sweet as love and family life, but it can also be the source of pain for some. Human imperfections in a relationship can cause a major crisis in life. This has been a stumbling block to many on their path to fulfillment.

            Solution

            The best thing to do is to prevent relationship problems from happening, but if they do happen, you need to face reality and begin to take steps towards addressing them. Do your best to keep the lines of communication open as this can help in strengthening your struggling relationship. Talk about the challenges with your partner and look for common grounds.

            You can also arrange to see a counselor together or read books that address the specific challenges you are facing. The worst thing you can do is to end a relationship and that’s only when you have exhausted all other options.

            4. Workplace

            The workplace is supposed to be a place where we dutifully render the services for which we’ve been hired.

            However, it is not impossible to face animosity at work—dealing with toxic people who would rather not see any good in what you do. It might be caused by differences in background, attitudes, and unhealthy competition that can result in personal conflicts. This can create undue stress and reduce productivity.

            Solution

            Be as professional as possible when dealing with toxic people. Be kind and show understanding, and try to avoid personal confrontation.

            You can even try to reach out to the persons and invite them over for a coffee and get to understand their worldview. This can help you to connect with them at their level so that you can avoid unnecessary stress for yourself.

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            5. Career Pressure

            In your quest to become more successful, you will likely encounter work-related pressure. Such can come when trying to stabilize your career or climb the career ladder. It can also come as a result of overworking and having no life. Career pressure is one of the most common life problems.

            Sometimes, it may be that the promotion you are working hard to get is not coming or positions you are qualified for are being offered to others. The pressure can get more intense when you find that most of your colleagues are moving ahead of you.

            Solution

            Check to find if you have personal or attitudinal problems. Some attitudinal problems can put you at a disadvantaged end. It may be poor communication, poor personal grooming, or poor relationship and networking skills. If it is any of these problems, then work on improving yourself in those areas.

            You can also observe your colleagues who are succeeding and take note of what they are doing differently.

            6. Unfair Treatment

            We are in a world where some people often think they have some privileges over others and may want to exercise this thinking and treat others unfairly. If you find yourself in an environment where you are being oppressed or treated badly because of your race, gender, or current status, this can make you feel really bad and can also affect your psyche and productivity.

            Solution

            There is the temptation to decry your treatment, defend yourself, and demand a change immediately, but you should really wait for the right opportunity to do that.

            When the time is right, reach out directly to the person or authority involved, and make it private. Meanwhile, you should be factual about the instances of your unfair treatments. Don’t just say it that you are being treated badly; give several undeniable instances.

            Once you’ve made your grievances known politely, keep being you. If things don’t change, you can cocoon yourself in that environment. If you have an option to leave, you can do so as well.

            7. Emptiness and Boredom

            When you are in a rut, everything becomes normal, dull, unproductive, and yet difficult to change. This can lead to feelings of emptiness and boredom. This may not seem like a serious life problem, but it can have a great impact on your life.

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            Solution

            To overcome boredom and emptiness, break out of your routines, and deliberately create a new experience for yourself. If you can’t leave your job to find a new one, start doing other things that reflect your true passion. Sometimes, the things that give us the needed drive in life are not our day jobs.

            8. Confusion

            Confusion is described as a change in mental status in which a person is not able to think with their usual level of clarity.[1]. It is inherent in forgetfulness and lack of concentration.

            It can be caused by different things including medical and environmental factors. It can also be due to the experience of a loss, a heartbreak, or abuse.

            Solution

            Don’t allow the situation to deteriorate into something more serious. Try to snap out of whatever experiences you have had that is causing confusion. Seek medical help if necessary or talk to a psychologist.

            9. Friendship Problems

            We need friends in our lives to rob minds and hang out together and even help us when we run into trouble. But many people have found themselves in serious trouble as a result of the company of friends they keep. They’ve experienced jealousy, backstabbing, and betrayal of trust. Some friends have even used the information freely provided in times of friendship to betray trust.

            Solution

            Don’t open up on everything to friends. Keep some information only to yourself. If you notice that a friend is working against you, confront them with the truth. Limit your interaction with them or get rid of such toxic friends completely.

            10. Haunting Past

            We all have pasts, and we might have done some crazy stuff in the past before we begin to live a more civilized and decent life. But sometimes, the past comes back haunting. It’s even worse when life problems of the past haunt you back and become problems of the present.

            It may be that what you have done is now striking your conscience, keeping you awake at night. Or someone who knows about it is trying to use it against you, and it is standing in the way of your progress.

            Solution

            Be true to yourself and forgive yourself. If it is an issue with another person, you can reach out to the person to settle with them. If it is a secret that is now being leaked out, own up to it, take responsibility, and move on.

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            11. Safety and Security

            You may find yourself in an environment where there have been unexplained murder, gun violence, police brutality, insurgencies, and other life-threatening situations. This can make you feel like you might be the next victim. What should you do in this situation?

            Solution

            Ensure that you watch where you go and keep your home secure. You can also get involved in a neighborhood community watch to collectively find solutions to the threat. If the situation persists, you can move to a more secure location.

            12. Failure

            Failure can bring disappointment and can also slow the pace of progress. But failure is also part of life, and we have to learn to deal with it. But what do you do when an experience of failure weighs you down?

            Solution

            You can read a book or biography to get inspired by other people’s success stories.

            13. Grief

            No one loves to grief but we can’t totally shield ourselves from it. The loss of a loved one is painful and, if not properly handled, can lead to an emotional breakdown.

            Solution

            Take your time to express emotions. You can also pen an emotional tribute to the individual. Writing can help us bring out the feelings that cannot be expressed otherwise, and it helps us breathe a sigh of relief.

            You can also cope with your grief by helping them to realize some of their unfulfilled dreams or do something in their honor. Lastly, while you think about your loss, you will still have to move on, accepting the fact that life is transient.

            The Bottom Line

            Problems are what make life worth living. They help us adapt to become tougher as we adapt to different situations. Always remember that whatever problem you are facing has a solution or, at least, a manageable approach.

            Therefore, never allow your challenges to stop you from fulfilling your true potentials in life.

            More Tips to Help You Get Unstuck

            Featured photo credit: Danka & Peter via unsplash.com

            Reference

            [1] Medicinet: Confusion: Symptoms & Signs

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