Introduction
Today, I want to talk about brand values and brand guidelines.
We’re currently working with a client who has multiple internal departments—around five or six.
To my surprise, some teams are using outdated branding materials, with some employees still working off old Microsoft Word templates from a rebranding that occurred five years ago.
This raises an important question:
What impact does this inconsistency have on your customers?
What Are the Departments in Your Business?
Consider your business structure. Most businesses, whether you’re a solo-preneur or managing a larger operation, have several key departments:
- Sales
- Fulfillment/Manufacturing/Delivery
- Customer Service
Each department plays a crucial role in generating revenue, fulfilling orders, and managing customer expectations after a purchase.
Now, imagine this scenario: Your sales department is using one brand, while the quotes being sent out look entirely different.
If your website appears as Brand A but your proposals come out as Brand B, think about the impact of this discrepancy.
Some might argue that it doesn't matter, but let me assure you, it matters a lot.
Customers seek consistency.
They want to feel confident that they’re receiving quality and accurate information.
If a potential customer buys into your website, sees your marketing on social media, or picks up a brochure at a trade show, they expect continuity in their experience.
Unless your product is exceptional, like Amazon, Apple, or other industry giants - most customers won’t overlook inconsistencies and lack of trust creeps in.
The Cost of Inconsistency
If a customer receives a quote that doesn’t match their expectations set by your marketing materials, it creates doubt.
They may start to question whether your company can deliver on its promises.
Consider the fulfillment process: If a customer expects a certain look and feel based on your branding, but the packaging they receive looks entirely different, they may feel uneasy about their purchase.
This uncertainty can impact repeat business.
Now, think about your customer service team.
Are they overloaded with inquiries like, “Is this the right product?” or “I’m confused about my order”?
These questions often stem from branding inconsistency, leading to an increase in customer service calls and stress on your team.
Get Your Brand Right and Follow Your Guidelines
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Establish Consistent Branding: Ensure your online presence reflects your offline identity. What you project online should match what customers experience in person.
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Align Departments: Create templated replies across departments. This doesn’t mean sacrificing personalization; rather, it enhances efficiency. For instance, we use HubSpot to streamline responses. When a customer requests a copy invoice, we pull up a template that’s branded and personalize it with a warm message.
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Utilize Templates and Automation: This approach should extend beyond sales to customer service, fulfillment, and marketing. Automation can still feel personal when applied thoughtfully.
The Financial Impact
Consider the costs associated with inconsistency:
- Lost Sales: What does it cost you to lose a sale due to branding issues?
- Customer Fulfillment: What do you risk if customers experience buyer's remorse because of a lack of cohesion in your branding?
- Customer Service Strain: How much time and resources do you expend to satisfy customers who feel uncertain about their purchase?
By focusing on brand consistency and employing effective tools like HubSpot, you can enhance how customers perceive your business in the marketplace.
Conclusion
Strengthening your brand and ensuring consistency can significantly boost customer confidence, not just in their initial purchase, but in their willingness to buy again and recommend your business to others.
Take a moment to evaluate your brand values and guidelines.
Consistency is key, and it’s vital for fostering trust and loyalty among your customers.
