How to Retain Consistent Branding when working with Affiliates

December 19, 2022

It's easy to forget that maintaining a unified brand identity is crucial to a company's success in attracting new customers and retaining existing ones. Long-term success cannot be achieved with a brand that is constantly evolving or being adjusted. That's why it's crucial to establish concrete rules for maintaining a unified brand voice in all media.

Maintaining brand uniformity is difficult for any business. Every interaction a company or brand has with its customers, contacts, and potential customers is a part of its brand, not just the logo which is often the easiest thing to keep consistent. Colors, images, tone of voice, the user's path through a website, the phone greeting, the greeting of visitors, emails, and other forms of standard communication are all part of this.

In today's digital age, anyone can publish content, such as a social media post or a quick blog, and it will contain their interpretation of the brand's look and feel or messaging. You shouldn't squelch this enthusiasm, but it is important to be able to guide people and provide clarity on what can and cannot be done with one of your most valuable assets. If you want your brand to be successful, you can't afford to leave room for a lot of different uses and adaptations, instead try to be as unique and impressionable as possible.

Branding principles

It's important to provide employees in every department with a consistent set of brand guidelines. The marketing department is not the only one that needs access to the brand guidelines for your company. Everyone working there should be aware of their existence, be familiar with what they are, and be prepared to use them if necessary. 

Brand guidelines should include:

Logo – A complete collection of logos in various formats (including color, reversed out, and with clear instructions on when to use each format) should be made available. The logos' dimensions and placement must be obvious as well.

Color Schemes for Use in Printing, Web Design, Interior Decorating, Exterior Painting, and Signage etc.

Fonts, both for serious print and everyday use in things like emails, Microsoft Word documents, etc.

Examples of possible images, such as mood boards

Verbal attitude and compositional style

While many businesses define visual aspects of their brand identity, such as logos, colors, and images, far fewer articulate their desired tonal tone. It's just as crucial to manage how your logo is used as it is to maintain a consistent voice and personality in all of your written content. If your brand's voice on Twitter is lighthearted, that tone should carry over to your other social media platforms and professional networks like Facebook and LinkedIn. You can keep your brand's "voice" consistent across all of your marketing efforts, while still adapting the tone to each individual channel. Why is there a distinction between voice and tone? Changing your tone when you speak while keeping the same voice is a simple way to adapt your speech to different contexts and audiences. All forms of writing are the same.

Consistency in your brand's voice is important, but the tone you use will shift depending on who you're talking to, what they're experiencing, and how they found you. The tone you use with coworkers, for instance, will differ from the one you use when chatting with friends. It's the same with the tone of your advertising and the channels you use to spread your brand's message.

Make sure that your company's identity is consistent across all platforms.

Carefully select your mediums

To start, consider the following questions:

Would being a part of this platform increase or decrease the credibility of our brand?

Can we expect our current and potential customer base to be present on these channels?

Do you think it's reasonable for a company like ours to have a presence here?

It's easy to get caught up in the excitement of a new fad or online platform and feel like you have to join in to stay competitive, but before you do, give serious consideration to your brand and your audience. Take part in promotional activities on platforms where your target audience is likely to be present and which correspond with the brand's identity and positioning and select your brand's advocates and influencers with care.

Businesses are looking to cultivate online relationships with individuals who can serve as brand advocates and should be screened for brand consistency and profit in the long-run.

Brand advocates should:

  • Be connected and can appeal to people who are the brand’s target audience.
  • Be able to discuss and write about the same kinds of issues and topics the company does and have. an understanding the products.
  • Have a voice and writing style that mesh with the company and brand.

Having these qualities will help with strengthening the brand and creating a better niche for both the company and the affiliate. 

Lastly, always consider the platforms you are using when aiming for consistencies.

The term "application" can refer to a variety of contexts, including but not limited to social media, websites, digital billboards, presentations, proposals, and other formal documents. It should also be made clear who a person can reach out to for assistance or advice regarding brand usage as a point of contact, whether that be within the marketing department or at an external agency.

Maintaining cohesion across all customer touchpoints is crucial. Every one of your workers contributes to the overall impression your brand makes on customers. Therefore, it is essential that the company's internal culture accurately reflects and promotes the company's external brand. Putting up a wall of text proclaiming your company's values isn't going to cut it in the long run. Marketing departments rarely participate in organizational culture and communication, but they should. It's important to hire people who share your company's values and culture.

You should also make sure that new team members are brought up to speed on your brand's core values, brand guidelines, and tone of voice. In every training program you implement, emphasize the brand's values and mission and make sure to give your employees the tools and encouragement they need to feel secure in representing your company in the marketplace. Instead of "telling them off" for infractions of brand guidelines, businesses should instead reward and recognize employees who consistently and favorably represent the brand.

Your brand's consistency can only be maintained through widespread employee buy-in and awareness.

It's tricky to strike the right balance between keeping everyone on the same page and allowing them and their departments to make decisions that benefit the brand as a whole. However, if you do it right, your brand can become your most valuable asset.

Simply put, what does it mean to maintain brand integrity? Maintaining a unified brand voice is crucial to establishing a positive association with your business among consumers. When your branding (in terms of language, visuals, products, and stance) is consistent, so is your customer experience. It's important for customers to recognize and trust your brand.Building and maintaining brand consistency is important for gaining the attention, trust, and loyalty of current and potential clients. Constantly consider how your brand will be represented in every interaction it has with consumers, employees, and potential new buyers. It is then important for customers to recognize and trust your brand. A brand with a personality that is always shifting isn't doing its job. That's why it's crucial to establish norms for online and offline brand consistency. Customers expect consistent, understandable manifestations of the brand's promises and values throughout every touchpoint. To keep your business running effectively and tailored to your liking, you can check out the Xffiliate platform.

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