Why Consistent Visual Identity Matters Across All Marketing Channels

Want customers to recognise your brand instantly wherever they see you?

Businesses spend millions of pounds on marketing content every year yet completely overlook one of the most powerful changes they can make. Their website looks completely different to their social channels and their exhibition stand looks like it belongs to a different company.

That’s a big problem. Let’s find out why…

Imagine if every part of your brand looked completely different. You lose the ability to strengthen your brand identity with every single interaction. And when that happens people don’t trust you.

Customers need to trust you to buy from you.

Luckily, it’s not hard to fix. Consistent branding is simple and can make a huge impact on your business across all channels.

Here’s what you’ll learn:

• Keep Brand Identity Consistent Across ALL Marketing Channels
• What Is Visual Identity & Why You Should Care
• How Inconsistent Branding Is Hurting Your Business
• Exhibition Stand Storage = Consistent Branding at Trade Shows
• 4 ways to ensure your brand always looks the same

Keep Brand Identity Consistent Across ALL Marketing Channels

Got logos on branded items? Check.

Got a colour palette everywhere you look? Check.

But what happens between each customer touchpoint?

If you pour money into a fantastic exhibition stand, then go-brand-yourself crazy on social media you’re missing a huge piece of the puzzle. Making sure your brand looks the same across all channels.

No matter how polished each channel looks, if they don’t fit together, your brand suffers.

Customers subconsciously pick up on things like mismatched fonts, colours, styles, and feel. Consistent branding increases revenue by up to 23%. People will trust your business more if everything has a consistent look and feel.

What about physical branding materials?

Branding at trade shows can be one of the most expensive marketing channels for a business to invest in. Ensuring your brand looks the same on social media is one thing. How do you make sure all your offline branding is consistent?

Say hello to exhibition stand storage.

What Is Visual Identity & Why You Should Care

Visual identity is made up of the elements that create your visual brand. This includes logos, colour palette, fonts, photography style, and graphic design treatments.

They’re the actual visual elements that people see when they look at your brand.

Your visual identity should be consistent on your website, social channels and across physical branding materials. Offline branding at trade shows is just as important, which is why your exhibition stand has to match your wider brand identity.

Your visual identity is your brand’s fingerprint.

Think about the last time you visited a trade show. You see bright colours, big graphics and shiny stands everywhere you look. How do you stand out from the crowd?

You make sure your branding is recognizable at every stage of the customer journey.

91% of people say that positive customer experience is crucial to making a purchase. How do you provide that experience if your branding looks different in every place they see you?

Easy. Make sure your visual identity is nailed across every marketing channel your business uses.

How Inconsistent Branding Is Hurting Your Business

Believe it or not, most brands consistently publish off-brand materials without even knowing it.

Team A designs a logo. Team B put together a social media template. Team C built the exhibition stand. Nobody checks to see if anything matches.

Creating an inconsistent brand.

Every time a potential customer sees your brand they need to recognise your brand. If they see your Instagram and it doesn’t match your website… They start to lose trust.

Now consider how this applies to exhibition stands.

Your business spends thousands on the perfect stand only to have it ripped down and put in storage. Most exhibition stands are taken down and put back up multiple times each year.

How often is that stand going into exhibition stand storage damaged or neglected?

Cheap storage = damaged branding materials.

Every time your exhibition stand comes out of storage it needs to ooze professionalism. How can you ensure people remember your brand if your stand looks like it came from a corner booth cupboard?

This is where trusted exhibition stand builders London come in.

Specialist exhibition stand storage companies allow you to keep your branding consistent show after show. Without proper storage, your exhibition stand brand will fall apart faster than you can say… Exhibition stand storage.

read more : How Co-Packing Cuts Freight Costs

Exhibition Stand Storage = Consistent Branding at Trade Shows

Exhibition stand storage is the hero every business needs but never knew they had.

Allowing your stand to get damaged in storage every year is doing your brand identity and your bank account a huge disservice. Investing in quality exhibition stand storage will protect your branding so it’s always consistent at events.

Wondering how?

Imagine if every single time your exhibition stand comes out of storage it looks brand new.

Logo graphics aren’t cracked. Designs are modern and most importantly your branding is consistent with the rest of your assets.

Here’s how the best exhibition stand storage providers make this happen:

• Store your exhibition stand in a controlled environment. Fluctuating temperatures can warp and bend your stand making your branding look unprofessional.
• Keep branded items stored together. All those handy little branded items you include with your exhibition stand documentation? Indoor exhibition stand storage facilities have systems that allow you to store items together. So next time you get your stand out of storage, branded items aren’t hiding in the back of someone else’s cupboard.
• Your stand should be ready to go at events. Period. Taking your stand down is hard work. You shouldn’t have to undo that damage just to put it back up again. Indoor exhibition stand storage will help you avoid common damage and keep your branding consistent year after year.

4 ways to ensure your brand always looks the same

You know the importance of keeping your brand consistent. Now it’s time to put that knowledge into practice.

These are proven tips that have helped hundreds of businesses ensure their brand looks exactly the same on every channel they use.

Take note.

Educate Your Team On The Importance Of Brand Recognition

You can try and enforce brand guidelines till you’re blue in the face but unless your team knows why it matters your brand will continue to be inconsistent.

Making sure your team understands the importance of consistent branding starts with educating them on why it matters.

When everyone from the CEO to the newest marketing team member understands that great branding = more sales. They’ll start to pay more attention to the details.

Create A Centralised Brand Guidelines Document

Expecting your team to know font types and colour shades off the top of their head is madness.

There needs to be a central place where everyone can access brand guidelines at the click of a button.

Include logos, colour palettes, fonts, graphic designs, photography styles, copy information. If it’s brand related your team needs fast access to it.

Having an online centralised asset repository will not only make your team’s job easier but it’ll eliminate inconsistencies before they even happen.

Audit your channels every quarter

Once a quarter, take a look at every brand channel your business uses.

Look at your website, social channels, blogs, email marketing and yes even your exhibition stand. Compare every asset to your brand guidelines document and fix anything that’s off brand.

Utilise a Professional Exhibition Stand Storage Company

Last but by no means least, make sure your exhibition stand is in good hands.

Sending your exhibition stand off to storage with poorly trained staff who toss your brand up into an attic is asking for brand consistency problems.

Take control of your exhibition stand storage and keep your branding looking fresh year after trade show.

Wrapping up

Consistent branding matters. If every single channel your business uses looked professional and part of the same brand, you’d stand out to potential customers.

Here’s a recap of what you need to remember:

• Everything your business brands should tell the same story.
• Investing in quality exhibition stand storage keeps your most expensive branding asset consistent year after show.
• Educate your team on the importance of consistent branding.
• Having documented brand guidelines is pointless if no one can access them.
• Audit your brand channels every quarter to ensure brand consistency

When everything your business does visually looks the same, customers will start to trust you. They’ll recognise you on social media. They’ll remember you from the trade show last year. Brand consistency helps you sell. Every time.