Branding is incredibly important for any business. It becomes critical, however, when your company is growing quickly. After all, if more people are coming in contact with your brand over a shorter period of time, you must solidify the right message for that audience.
So, how can you keep your communications consistent as you expand operations and onboard new team members? To find out, we asked members of Young Entrepreneur Council how to stay on brand when a new company is gaining traction.
Here’s what they had to say:
1. Create a Consistent Social Media Voice
As your team grows, more people will be posting as your brand on different social media channels, so it’s important that you have a consistent voice across the board. Create a document that outlines the type of voice you want to portray. Is your brand funny, serious or a mix of the two? What are some jokes that you’ve used in the past?
2. Develop a Brand Persona
Having a very clear and thoroughly fleshed-out brand persona is essential to ensure consistency in messaging. It enables your team to communicate in your brand’s voice across all channels, from your website to social media to email marketing. Brand personas can, and probably should, evolve, but the sooner you define one the more on brand your messaging will be.
3. Create a Collaborative Style Guide
Having a brand style guide that is both easily accessible and managed in a way that leads to collaboration between team members is a great way to ensure messaging and brand guidelines are adhered to even as new channels are identified and built out.
4. Educate Employees During Onboarding
My company is currently in a rapid-growth phase, so we’ve made brand messaging part of our onboarding process for new hires. Everyone who comes through our doors learns our value propositions because they apply to company goals beyond marketing. They guide the interactions we have with customers and our vision for the future state of the company.
5. Prioritize Quality Over Quantity
When marketers and public relations professionals are in a rush to draft a press release or marketing email, mistakes happen that can negatively impact how your customers receive brand messaging. To keep your communications on brand, prioritize quality over quantity. Be strategic about the marketing and media opportunities you pursue (and the ones you decline).
6. Keep Your Ears Open
The best way to stay on brand and relevant as your business grows is to listen to your current customers. As people who already benefit from your products and services, it is crucial to pay attention to their ideas and the feedback and comments they make on social media. Customers help build a brand and keep it on track.
7. Hire a Designer and a Copywriter
Different teams manage different communications channels (in-app is engineers, email and social media are marketing, knowledge base and tickets are customer support), which makes it very hard to align them. Before the “publish” button gets pushed, everything should have gone through a designer and a writer with a deep understanding of your brand.
8. Remain True to Your Core Values
Even as you grow and scale up your marketing, it’s important to stay consistent with your core brand identity. To do this, you need a clear understanding of your role in the marketplace and your unique value proposition. Understand what your customers expect from you in your messages and marketing as well as in your products. Always remember your commitment to your core values.
9. Centralize Your Documents
We have a centralized place, our intranet, where all of our documents can be found. These documents are constantly being updated. Employees send marketing team requests for what is needed and then they are uploaded to the intranet so everyone can find and use them.
10. Remain Consistent
Stay true to your brand’s purpose. Through familiarity, you’ll build a good business reputation. If you keep switching the name, the look and the message, people will think they’re looking at a different company. Stay consistent to your brand by creating relevant content that will also enhance it. Old customers will recognize your longevity while you continue to build the business.
11. Utilize Trusted Communicators
Even while a business is rapidly expanding, one thing you do not want to do is have newer team members handle outward communications. I’ve found that the best way to maintain a consistent level of on-brand communications is to have team members with seniority have the final say on content editing and social media, while newer talent shadows the seniors to better understand the brand’s philosophy.
12. Embrace Change
Be comfortable with change. When you’re new and growing fast, your brand will be changing and evolving over time. It’s a good idea to embrace that communications will need to change. The best way to keep it as streamlined and consistent as possible is to know your brand and your customer. Make sure you’re speaking to them in a consistent way, and if you do evolve the message over time, do so in an intentional manner, then measure the results.
– Baruch Labunski, Rank Secure
13. Don’t Neglect Design
When we talk about staying on message, it’s common to focus primarily on the written or spoken word. However, it is important to remember that an audience sees your visual design before reading a single word. Your website, email newsletters, social media visual content and even your team’s email signatures should all share a well-designed and cohesive visual brand identity.
Nothing is Better than Watching Your Business Grow…
However… if you aren’t ready and have the necessary precautions in place, you might find your thriving business actually falling behind and imploding onto itself. Make sure you have all eyes on your business and are ready to expand in all directions. To learn more about improving your business and scaling to that next level, be sure to read up on these expert tips.