Mastering Consistency: The Key to Building a Strong Brand Identity
In the age of constantly shifting trends and the need for instant gratification, it can be hard to stay on the ball and be consistent with whatever we do. Algorithms decide what does and doesn’t get seen and we can easily find ourselves in a constant race to stay relevant no matter what instead of focusing on our message and communicating with our desired audience. It can even feel like going against the grain sometimes as we are surrounded by new content every day and are seemingly pushed to change our messaging by the hour.
But there is a quote attributed to Aristotle that encapsulates the message of consistency really well: “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” As long as we stay true to ourselves and talk to our target audience with integrity, people will pick up on it. And the more people realize the value of what we have to say, the more the algorithm will pick up on it and feed it to more people with similar interests. So it’s worthwhile staying true to ourselves and staying consistent as it will pay off in the long run.
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2. Understanding the Importance of Consistency
Consistency is essential when it comes to brand identity and brand perception. In the days when we are all bombarded by an endless stream of content, what stands out is in fact what is repetitive to some degree. If people can pick up on your unique voice and messaging, they will remember you better and form a better, more consistent idea of what your brand is about.
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Being consistent with your messaging also builds trust and loyalty among your customers. If you can communicate your message time and time again that gives your ideal clients the confidence that you know what you are talking about. And the more value you can share with them the better. This applies to visual messaging as well. Probably you can recognize your favorite brands just from the imagery they use in their visual communication.
3. Consistency vs. Trend-Chasing
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Trends in online communication are important. They are an indicator of what your wider audience is interested in and where the sector as a whole is moving towards. However, they can’t be the sole determinants of your messaging. Blindly following trends will disconnect you from your audience and in the case of visual trends it can cause your content to be lost among the rest of the followers of that same trend. Use trends as an indicator and tweak your visuals and messaging, but keep the authenticity of your communication. Your audience will appreciate your efforts if you stay true to yourself rather
Experimentation is the name of the game here. Look for ways to enhance your visual communication and gradually introduce them into your messaging. You can then track engagement and see what works and what doesn’t with your audience. Don’t try to switch your messaging drastically from one day to the other as that might be to the detriment of your brand recognition. But do play around with new trends and gradually align them with your vision.
4. The Role of Visual Communication
Your images are your brand and being consistent in style helps people recognize you easier. Especially on social media where most of the communication is led or accompanied by imagery. It is essential to find and cultivate the unique style of your brand. Utilize your brand colors and reflect them in your imagery and communication to build brand recognition among your followers.
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Visual elements have the power to convey brand identity and values. If you are an eco-friendly accommodation provider, then natural, earthy tones throughout your images can better communicate your message. People will associate the feelings evoked by your images with your brand and it can help further cement you as an authority in the field.
5. Your Approach to Consistency
My way of approaching consistency has been a continuous progress ever since I started working in photography. My style has developed over the years and I realized that consistency for me means different things in different settings. I have a particular style and consistency when it comes to my documentary work and a separate one when it comes to my travel and adventure photography.
Consistency also means that you know how to communicate with different segments of your audience in different ways. And keeping that communication clear and targeted every time. Whenever I am working with a brand I make sure to research their target audience, their existing communication, their brand values, and their desired audience. I tailor my approach to these elements and create a body of work that consistently represents them time and time again.
In today's fast-paced digital landscape, consistency emerges as a guiding light amid the flux of trends and algorithms. Staying true to our message in the noise ensures our voice resonates with integrity. This consistency breeds trust and loyalty among customers, as repetition reinforces brand identity and values. Working with someone who understand your unique messaging and is aware of current trends can help elevate your brand consistency, crafting a cohesive narrative that speaks directly to your audience. Working with a professional can help you enhance your brand consistency and communicate the message you want to convey to your audience.
I work closely with my clients to determine what makes their brand unique and how I can work with them to bring the best out of their visual communication. It is a journey that we take on together and tweak and refine until we are both happy with the results. If this resonates with you, then don't hesitate to reach out and we can discuss during our FREE consultation call what I can do for your brand.
