The business world has always been competitive. The demand for any product is presented with a range of different suppliers that claim to fulfill it in the best possible way. There are different product suppliers who fulfill a specific share of the existing demand and thus, make a profit according to how much demand they cater. The ratio of the demand that a supplier succeeds at fulfilling depends on how well they have marketed themselves in the markets. The more efficiently they have marketed themselves, the larger will be their share in the ratio of fulfilled market demand. That is, the marketing strategy of a brand decides how many audiences will choose their product while making the buying decision.
For instance, there is an immense demand for eateries all around the globe, and so; a number of food chains are present on the market horizon. However, not every food chain succeeds in attracting as many buyers as McDonald’s or KFC does. Why? Because these two brands have a very strong brand image and have been marketed very effectively all around the globe for years. So, their efficient marketing strategy and years of marketing planning pays off well.
The discussion that we had above is to make the readers realize how important marketing is. Now, lets move to the main topic. Marketing is not only about promoting a specific brand name among a diversified range of audience. There is so much more to it. Marketing is a plan to establish a brand identity that would build brand loyalty among the targets, customer retention, and maintain a good conversion rate. Achieving all of these goals are connected to one aim, and that is to establish a strong and impactful brand image that will influence the perception of the targets and shape their crucial buying decisions.
Brand Identity and the Role of Brand Consistency!
Establishing a brand identity with such impacting approach is often perceived to be all about finding a suitable logo design, designing prominent and interactive packaging, making the products reach target audience smoothly, and be visible at all the big platforms. This is all true, and each of these factors plays an important role in strengthening the brand identity of a business. However, there is something that business often ignore while comprehending their definition of brand identity, and yet, this one element is very important for establishing an effective brand identity. We are talking here about the brand consistency that businesses often fail to value as much as it should be valued.
Brand Consistency is an active ingredient of a marketing plan that aims at constructing a powerful buyer-seller relationship that would last for decades. It has more to do with the unconscious minds of the buyers that have associated a good buying experience with a certain brand and would certainly respond to it more positively if it maintains consistency in its branding approach. The reason why it is considered more of an unconscious thing is that the buyers unintentionally notice everything about a brand and base their decisions on those subtle notions more often than we think.
What exactly happens is that the first time a customer buys something a brand; it associates its good experience with the product to the existing identity of the brand. Now, when they have to make a similar buying decision in the future, they try to find the same brand because of their association of the good experience. However, if the brand has failed to maintain brand consistency and has changed some of its visual or other traits in the meantime, the customer would not respond with strong loyalty and may end up buying from someone else.
The repetition of the brand values, visuals, and core message over and over in front of the audience is the fundamental trick to build a strong brand consistency. However, the businesses have to identify the major visual and virtual elements that define their brand identity. All of these elements should synchronize together effectively and should be repeated without inconsistency.
Traditional Notions of Brand Consistency and Website Domains!
Traditionally, marketers used to think that brand consistency is confided to the accuracy of the logo on all of their products, advertisements, marketing campaigns, and so on. Furthermore, following a specific brand color theme was also a practice that ensured brand consistency. There are other small similar notions as well that marketers followed to maintain brand consistency. Marketers still practice all of the mentioned measures for maintaining brand consistency. However, what has added to this list due to the technological transformation is the domain identity of the brand.
A brand has to synchronize its website domain with the rest of the elements of its brand identity to have a productive brand consistent marketing plan. The significance of painting the official website domain with the same color that the rest of the brand has is beyond what most marketers perceive these days. A website is an online outlet for the brand that the customers come to whenever they want to come. It is a source of spreading the brand messages and values of the business among a huge global community that almost includes the entire planet. Now, if it would not have a domain that reflects what the brand reflects itself, how people would connect the two in their minds? There are a number of benefits of taking the website domain in the loop of brand consistency. Let us explore a few in the article.
Reasons Why the Brand Consistency Strategy Must Include the Official Website Domain!
1# A Virtual Outlet
As mentioned above, a website that is running with the original brand name represents the brand online in the most effective manner. The customers can access all the updates and the new editions in the products through the site, leading to better customer relationships and working as a consistent marketing base as well.
2# SEO Enhancement
When the website that you are using for your brand has the same domain name as your brand, you can work on the SEO enhancement for both, the website and the brand’s online visibility, at once under one strategy and budget. Whichever platform you would choose to enhance the visibility for one of the two things that we mentioned, it would automatically generate leads for the other as well. For instance, if you go for a Wikipedia page for your business and hire professional Wikipedia writers to get the job done. The Wikipedia page will profit the SEO ranking of both, the online brand visibility and the Website that can further help your brand grow. In other words, the website that is a tool for helping your brand with a number of online aspects works even better when you choose to buy a domain name that includes your brand name.
3# Easy Access
It is a common practice among the online audience that they want to Google everything about which they have questions. Customers often have questions about brands too, and that is why a business should choose a website domain that will appear on the search result list whenever someone will try to enquire about the brand. That is because a website will be able to answer all the queries easily and efficiently and lead to positive user experience, building reliability by providing authentic information about the brand.
A business can attain these benefits by using its brand name as its website domain. Other than that, using the brand name as the domain delivers an everlasting sense of brand consistency by associating a full-fledged website with all the specified business values and other features, to the brand. On the other hand, using an irrelevant website domain for an official business website can reverse the impact and cause difficulties for the business’s online functionality.