Improve customer retention with brand consistency

Author:

Mark Burnell

Mark has over 25 years of design agency experience and is used to working with multiple brands and the most challenging of client briefs. Having studied Product Design at Bournemouth University, his claim to fame is that he created and developed Mazuma Mobile’s brand identity, supporting its growth from concept to a multimillion pound company.

Posted:

06/04/2024

A brand isn’t just about products or services it’s the emotions customers associate with your company. Your brand’s tone of voice reflects your core values and is crucial for business success. Consistency in branding is key, ensuring customers recognise and trust your brand.

Why brand consistency matters:

Repeat business:

Studies reveal that 65% of a company’s business comes from repeat customers, who are cheaper to retain than acquire. Building trust through consistent branding encourages customer loyalty.

Emotional impact:

Purchasing decisions are 95% subconscious, influenced by emotions. Consistent branding creates a reliable, memorable image that resonates with their customers.

Benefits of consistent branding:

Memorability:

Iconic brands remain memorable by staying true to their vision. Inconsistency confuses customers, while consistency enhances brand recognition and values.

Customer relationships:

Trust is vital for customer loyalty. Consistent brand presentation nurtures trust and builds lasting relationships.

Business success:

Consistency can help increase revenue. In today’s social media-driven world, consistent branding enhances exposure and drives sales.

How to maintain brand consistency:

Clear branding guidelines:

Establish clear expectations for logos, tone, colours, and more. Share these guidelines company-wide to ensure everyone communicates the brand consistently.

Centralised platform:

Hold approved brand materials in a centralised place for easy access, a shared Dropbox folder or something similar may be enough. If your company and brand grows you should consider using brand asset management software as a better way of ensure consistency. This ensures everyone has access to all the latest assets, avoiding inconsistencies creeping in.

Measure implementation:

Track the adoption of brand management tools to gauge effectiveness. Understanding user behaviour helps improve brand consistency over time.

Visual elements:

Maintain coherence across all marketing materials. Consistent use of logos, colours, and fonts reinforces brand identity. Creating a brand image library will allow team members the freedom to choose imagery that aligns with the brand. It will also serve as a guide when searching for new imagery.

Support:

Educate employees on brand values and guidelines. Designate a brand manager and/or brand ambassadors to oversee consistent branding across your organisation.

Evolution:

As markets change, you will have to evolve your brand while maintaining your core values.

Assess:

Regularly audit your marketing material to maintain consistency. When a brand evolution takes place, always ensure all parties are informed of the updated and educated to ensure the most recent assets are used to maintain consistency.

Customer Retention Statistics	Percentage
Probability of selling to existing customer	60-70%
Probability of selling to new prospect	5-20%
Future profits from 20% of existing customers	80%
Business from existing customers	65%
Executives prioritising customer retention	32%
Annual customer churn rate	15%
First-time customers not returning	11-20%
Businesses using email marketing	80%
Most effective method for customer retention - Email marketing	56%
Organic search driving customer retention	36%
Paid search driving customer retention	43%
Social media driving customer retention	44%
Retargeting driving customer retention	37%
Affiliates driving customer retention	21%
Referral marketing driving customer retention	18%
Mobile marketing driving customer retention	8%
Cost to acquire a new customer compared to keeping a current one	5% more
Cost to bring a new customer to the level of a current one	16x more
Companies agreeing retention is cheaper than acquisition	82%
Increase in customer retention leading to increased profits	25-95%
Lowering customer churn rate leading to increased profitabilit	25-125%
Repeat customers spending more than new customers	33%
Increase in customer retention levels leading to increased company value	30%

Source: https://smallbiztrends.com/2023/12/customer-retention-statistics.html

In conclusion, brand consistency is fundamental for building trust and driving business growth. By implementing clear guidelines, centralised platforms, and ongoing assessment, you can maintain a strong and reliable brand identity.