Brand consistency – how to achieve it for branding with digital signage

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Is the Company logo the brand of the Company? Well, the logo is a part of the brand that the Company wants to build and promote, but the brand is many more things taken together and not just the logo. Bits and pieces of the Company, from its core values to efforts in marketing and even the looks add up to create a complete narrative that goes into the brand. The brand carries the Company on its back and herein lays its importance. People become so much accustomed to brands that they almost forget the name of the business behind it. One of the most important aspects of the brand building is to remain consistent with the most identifiable elements of the brand, no matter whatever changes the business has to go through. This element of consistency makes brands everlasting in the memory of consumers.

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Consistency is important for brands because it is more than the face of the company that becomes distinguishable from competitors. The brand is the embodiment of the company identity that consumers perceive as a whole personality and not just some attractive signs and symbols. The underlying message of the brand touches the hearts of customers, who can visualize the company through the brand. Brands define the company and its products, and it creates a relationship with consumers that gradually convert into customer loyalty, which in turn enhances the brand. Your efforts in brand building thus come full circle. Keep reading to know how you can remain consistent in using digital signage TV for brand building.

Create consumer specific content
There is no one size fits all concept when developing content for digital signage. Do not lose sight of your brand building goals when producing content because it is the guiding light for making proper use of technology. You must use the digital platform to remain connected with consumers and bolster the relationship that you enjoy with them by presenting them the content of their choice. Remember that the digital signage is not a notice board but a platform for communicating live with consumers. Create content that is relevant, useful and engaging for consumers and at the end, points back to you. The content must revolve around the brand, and the information must be attractive to consumers. Make proper use of looping content so that there is no room for any irrelevant content finding space within your campaign. Avoid generic content as it can harm your brand building prospects.

Display similar content at all places
If you have a multi-location business, you must ensure consistency in displaying the same content across different locations. Even if it is not the same content, at least it must be similar to what you display at other places. This would remove all doubts in the minds of consumers about the same brand showing at different locations. They would be able to relate to the brand identity even though the place is different and be confident in dealing with the brand they trust. Like, all roads lead to Rome; all content displayed at various locations must have unified structure so that it points to the brand that remains easily recognizable regardless the location.

There is no harm in creating local content, but you must ensure that the touch points that help in brand recognition remain unchanged. As long as the content relates to the brand that consumers trust, it serves your purpose.

Capture the brand’s voice in the content
We know about some famous advertisement catch lines that have become synonymous with brands. The secret behind the success is consistency. The same concept applies to content used in digital signage for brand building. From the tone and tenor of the content, consumers must be able to identify the brand voice behind it. Create a defined style for the content you deliver to customers so that by looking at the features they can relate to the brand without any difficulty. The content must have its style, use industry terminologies in a specified textual formatting, use words in a particular fashion that are associated with the brand, have a recognizable tone, and focus. All content must strictly adhere to the parameters so that it is easy to connect the content to the brand, without its mention in the content.

Give Uniform look to the content
To give a uniform look to content, you create every time, prepare and follow guidelines for the use of colors, fonts, template slides and imagery. Collectively, these elements would create a defined look for the content that becomes representative of the brand. Create a color scheme that corresponds to company ethos and use recommended colors only. If there is a defined typography for the brand, you must adhere to it so that only specified fonts appear in the content. There must be clarity in the type of images used in the content. Create a collection of pre-selected templates for slides so that the presentation of content is always the same.

Make the guidelines available to all
Since the responsibility of content creation for digital signage would rest on different people, it is important to ensure that the style guidelines you create and the resources necessary for its implementation are available to all concerned. Share the documents online together with images, logos, and icons with the content creators so that they can make proper use of it. Unless you can implement the guidelines, it would have no meaning. Update the document regularly so that it captures the latest changes that you might make to the guidelines. To make the document readily available, think about cloud-based sharing.

As the last step in ensuring brand consistency when using digital signage, you can arrange for displaying a curated feed from your social media account. People have a higher trust in what others say about your brand and by displaying live testimonials; you take a giant leap in building more trust with consumers.

Branding and consistency closely complement each other. Stay away from the general content. Create content that is unique and truly reflects the personality of your brand. Always strive to create an on-brand experience for your customers.

Add consistency in variety
How do you manage TVCs? You usually go for the same ad film for multiple channels and multiple slots. Think of different out-of-home ad locations as your multiple TV channels. You need to make sure; you are promoting the same content throughout. Familiar signage is critical for reminding your audience that they are in a familiar company. Using a common theme throughout will help you establish a common identity.

Take advantage of the visual elements of digital signage in remaining consistent with your brand building initiatives.

About the author: Karen Anthony is a business tech analyst. She has been working on the digital signage TV for brand building, use of LED signboards, including TV menu board in restaurants and the rise of out of home advertising for the last 5 years.

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