Is it easy for consumers to recognize your brand, what it stands for, and what your product does? Achieving brand consistency through the right means of communication helps attract consumers and build trust over time.
The objective of brand consistency is to increase the chances that consumers will actively and repeatedly select your brand and product. Now, achieving this can be challenging, given the numerous brands available for consumers to choose from.
It’s more crucial now than ever to stand out, establish a strong association with your brand, and follow the market dynamics.
The importance of brand consistency
Brand consistency should be a top priority for any brand owner because, ultimately, brand consistency matters most to your customers.
Every time a consumer notices or interacts with your product, the associations and experience with your brand should remain the same. Brand consistency entails that the customer can:
- easily identify your brand and product
- clearly tell what your brand and product represent
- understand precisely what the company’s standards are
These elements facilitate a clear link between your product, brand values, and target audience. Aside from establishing a trust relationship, consistency will also give consumers the confidence to interact with the company more often.
You can take specific actions towards stakeholders to increase the chance of achieving brand consistency and ensure that consumers keep coming back to you. Let’s look at how your label and packaging design, communication strategy, and sustainability efforts are involved:
1. Product exterior
How you present your product externally determines whether it’s distinguishable from your competitors. As we say here at Skanem India:
“Your label and packaging should have ‘shelf appeal’ and make the consumer want to pick up your product from the shelf.”
Think about the following features regarding your product design:
Label shape and size
Use different label shapes and sizes to make your product more recognizable. You could opt for different shapes other than round or rectangular, apply a pattern, or make special cuts.
Keep in mind that the size of your label should be just right and include information that you want your customers to see. Too small, and your message might not come across. Too big, and it’s less sustainable. Showing that you have carefully considered the size of your label gives off a positive association toward consumers.
Label material and embellishments
The label material and design must first of all match the surface of the product or packaging. Most labels can also be enhanced with special embellishments to attract attention. You can, for instance, create glossy or matt effects or spice up your labelling design with a touch of gold or silver foil. Adding a scent or using a tactile label can evoke the senses and spark curiosity amongst consumers, making it easier to remember your product.
Colours and fonts
Colours should always align with your corporate standards. Deviating from this can lead to a disassociation with your brand and products. Although mixing different colours to stand out may be tempting, it usually has the opposite effect. Opting for fewer and simpler colour combinations is more memorable.
At Skanem India, we have a specialized ink management system that dispenses ink to match your brand's Pantone colour reference. This facilitates consistent and accurate label printing from one print run to another, ensuring brand consistency and shelf appeal for all your products.
Lastly, don’t forget the importance of the font. It should be legible and stand out on your product label, clearly communicating who your brand is and what your product does.
Read more: Labels: A window between brand and consumer
2. Outward communication
Maintaining consistency in communication is crucial once consumers become acquainted with your brand and product. This is especially true if you are implementing changes to your labels and packaging, the product’s functionality, or if there are new happenings concerning your brand.
For instance, you might:
- promote new merchandise at the supermarket
- advertise on social media
- blog and send newsletters
- partake in trade fairs
- have your sales team speak directly with your customers
With a standardized and strategic communication plan, you’ll be better equipped to give your customers valuable information regularly and redirect their attention back to your brand.
Multinationals, such as Unilever, maintain high brand consistency through consistent communication. As a result, it is amongst the most recognizable brands in the world. There is no reason why local companies can’t do the same, using the appropriate strategies.
Read more: Enhancing customer experience through your labelling and packaging
3. Sustainability
Staying updated on existing and upcoming market trends goes hand in hand with brand consistency. In the last few years, the movement toward higher sustainability has undoubtedly become one of the largest trends globally. And businesses need to keep up.
At Skanem India, we see that more and more sustainability champions are emerging among our customers who want to learn more about:
- sustainable and eco-friendly materials
- possibilities for recycling
- return policies
As a brand owner, it is important that you not just implement sustainable changes but also clearly communicate them through your brand standards, product packaging, and labels. Together, we can find solutions that show your customers your brand is up to date and working towards sustainability.
Read more: Sustainable manufacturing: Optimizing material and energy consumption
Don’t hesitate to contact us if you want to know more about how you can optimize brand consistency through packaging and labelling.
