The Franchise Informant | The Science Behind Brand Consistency

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The Science Behind Brand Consistency

THE SCIENCE BEHIND BRAND CONSISTENCY
 November 24, 2020 |  Business Tips, Marketing, Franchise |  business growth, small business, client satisfaction

By Sydney Arp, NPI, Inc.'s Marketing Specialist & Designer

We’ve said it before, and we’ll say it again: Consistency is key when it comes to marketing. It’s true in more ways than one. Consistency on social media increases your following. Consistency in customer service improves your reputation. And consistency in branding earns you more money. In fact, consistent branding across all of your marketing channels is proven to increase revenue by 23%.

What is Brand Consistency?
Consistent branding can involve anything from the colors you have on your brochures to how you interact with customers. It’s the experience--from start to finish--that you want to give each person, with as little variation as possible. The best way to maintain a steady brand is by establishing your operating principles: identify your core values and develop your company’s mission and vision statements: 

  • Core Values: How you and your company operate. What’s most important to your organization, ethically and morally? 
  • Mission Statement: Who you are and what you do. Describes how to achieve the overarching goals set in your vision statement. Focuses on the present. 
  • Vision Statement: Your company’s aspiration. Describes the long-term, big-picture objective of your organization. Focuses on the future. 

At NPI, we encourage our franchisees to develop their own mission statements using our organization’s core values of Honesty, Integrity and Professionalism. Once you have these important items established, you can use them as a guide in future decision-making. Whether it’s the way you talk to clients over the phone or the design of your business cards, brand consistency is all about creating a memorable, lasting impression.

Applying Your Operating Principles
What’s the first thing you want clients to think of when they hear your name? More often than not, a consumer associates a brand with a feeling rather than a service. As a home inspector, you already know customer service is paramount. Years down the line, are your past clients going to remember the details written on your inspection report? Probably not. Rather, they’ll remember the experience they had when you walked them through their new home and took the time to answer their questions, genuinely addressing their concerns. Your interaction with clients and agents should always be a direct reflection of your operating principles and core values. These are the most impactful aspects of your business.

Visual Consistency
A visual identity is important for businesses of any size and sector. From a vehicle wrap to your social media presence, you want a look that customers can easily recognize at a glance. Remember, it takes less than a second for someone viewing your marketing materials to form an opinion on your business. As an NPI franchisee, your Marketing Team has you covered in this regard. We’ve worked hard to establish a strong, nationally-recognized brand to give you an edge over your local competition. To make sure you’re maximizing your visual consistency, you can always find a copy the NPI/GPI Brand Standards Guide in your website’s Library.

Build Your Brand to Build Trust
In the end, the goal of brand consistency is to establish trust with your current and future clients. People need a company that they feel safe with, especially when it comes to a major purchasing decision like a home. Having a strong, consistent brand builds your organization’s credibility and marketing yourself with honesty, integrity and professionalism will help you create lasting relationships.

How NPI, Inc. Helps You
As an NPI franchisee, you have access to all of the tools and knowledge our in-house marketing professionals have to offer. This includes the brand messaging and guidelines that are already in place to give you a head start on your competition!

Are you interested in starting a home and commercial property inspection business? Visit npifranchise.com for more information, or call 1-800-333-9807.

 

About the Author
Sydney Arp, Designer and Marketing Strategist
Sydney serves as NPI’s in-house graphic and web designer. With experience in art direction and brand development, she loves being a part of a team that’s giving a fresh, new feel to an established company. Not only is her work aesthetically pleasing – It’s made to get results. Sydney supports our franchisees on a daily basis with all of their print and digital design needs. Have an idea about a new campaign? Sydney will turn it into a reality!


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