Note: The following is an excerpt from 30 Ideas to Build and Live Your Brand. For a free copy of the complete book, click here.
You will hear a recurring them over and over in this book because it’s that important – details matter. All of them. Everything needs to match.
The colors you use to decorate your branches should be the same colors you use on your website and the same colors you use in your marketing collateral and e-mail campaigns. The verbiage you use in your marketing collateral and on your website should match the language your employees use when speaking to members in person, by phone and through e-mail. The images displayed in your branches should be the same images or at least have the same look and feel as the images on your website, in your marketing campaigns and even on your ATM screens. You must make our brand consistent across all channels.
Every marketing campaign should have a similar look and feel, as well. Sometimes marketing departments struggle with this concept because they are creative and want everything they do to be unique. As commendable as that is, it will sabotage your brand.
Let’s look at some brands that have been around longer than most of us – Coca-Cola, McDonald’s, Disney. Have you ever known original recipe Coca-Cola cans to be anything but red? Have you ever seen the McDonald’s arches a color other than yellow? Disney probably has thousands of characters, but the vision of Mickey Mouse on top of the Epcot ball is how consumers around the world identify with Disney. Strong brands are lasting brands in large part because of their consistency.
Check out these images of Coca-Cola ads past and present. No matter how old they are, they all have the same look and feel. The image style is consistent. The colors are consistent. The fonts are consistent. They all have a logo, but even if they didn’t, it would be obvious to consumers that these are ads for Coke.
Now look at the Coca-Cola website. Once again, the colors, style and imaging are consistent. The font on the website even matches the font on the red cans, right down to the hyphen in the URL address. That is how detailed branding gets. You can type in www.cocacola.com (no hyphen), and that will get you to Coke’s website, but the URL address will change to include the hyphen before the page finishes loading.
Strong brands are consistent across all platforms. The images on McDonald’s website are the same images displayed in its restaurants. The colors on those images are the same colors on the employees’ uniforms, which match the food packaging.
Does anybody look at these prominent brands and think, “I sure wish they would come up with something different?” No. They look at them and think, “That’s Coke,” or McDonald’s or Disney.
That is the same response you want from your customers or members…one of familiarity and connection, one that says, “This is my financial institution.”
That is the response you will achieve when you make your brand consistent across all channels.
For a free copy of 30 Ideas to Build and Live Your Brand, click here.