With so many channels available for brand promotion, it’s easy for radio stations to lose sight and have inconsistent messaging and design, especially if more than one person is updating these channels. This makes it confusing for potential (and even current) listeners and advertisers. An average user will decide in the first 10 seconds of visiting a page if it’s what they’re looking for or if they’ll hit the back button. So if your website doesn’t match the design of what originally brought them to the site, they’re likely to go back and try to find something that looks familiar. The easiest way to avoid this confusion to have brand consistency.
What is Brand Consistency?
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Your station’s brand is not all about the logo on the lobby wall, it is about the perceived image as a whole – your station personality. This means that no matter if you’re looking at a brand’s Twitter profile, website, or a business card, you will know that it all belongs to the same company. You can go from one medium to the next and expect to find the same verbiage, the same graphics, the basic overall essence of the brand.
Where to Start
But where do you start when it comes to creating a consistent feel? One of the best ways is to create a style guide, which you and everyone else in your company can reference when creating new materials and writing posts. This style guide should contain guidelines for what colors, specific phrases, tone of voice, and overall style that you want to use to represent your company.
Once you’ve outlined everything, the easiest place to start implementing it is your website. Once you’ve created a cohesive flow throughout the site, you can take those color schemes and tone of voice and take it to your social media, your printed materials and anything else that you have to represent your station brand.
Why it Matters
It’s been surprising for us to see that radio station websites have current logos, but their Facebook or Twitter channels show previous logos. Having a consistent look and feel throughout your brand’s presence helps a consumer feel confident in you as a brand because they’ve been exposed to your brand messaging on multiple channels. Creating a consistent brand is a little bit of work at the beginning, but once you determine your brand’s look and voice, it’s easy to create a cohesive and natural look that won’t confuse and turn away listeners or advertisers.
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