The importance of brand consistency for life science, healthcare, biotech and pharma businesses
In an era of heightened competition and consumer expectations, cultivating loyalty and building trust are critical for a brand's success. To establish a consistent brand presence and build that trust, interactions with your brand must be cohesive across all customer or client brand touchpoints.
That’s where brand consistency comes in.
When was the last time you audited your brand to evaluate its impact?
Often viewed in isolation as a static one-off step in building a brand identity for a website project, the ongoing effect of brand consistency (or lack thereof) on a business is, at best, misunderstood and, at worst, ignored.
So, what is brand consistency, and why is it important?
Let’s first examine three similar marketing terms to avoid confusion. Often used interchangeably by those new to marketing, brand, branding, and brand identity are not synonyms; each has a different meaning.
Your brand is who you are as a business, including your qualities, values and reputation.
What makes you stand out from the competition?
How do your customers perceive you?
Do they trust your brand?
Do you deliver on your promises?
Do they identify with the story you tell?
On the other hand, branding is how your healthcare or biotech business conveys its core messages to its audience in a particular market. It’s the link between your company and your customer or client.
Branding includes your marketing strategy and subsequent marketing efforts to communicate your unique value proposition and core messages, aiming to create a feeling and a connection with your customers.
What about brand identity?
Often thought of as the brand’s logo, brand identity is much more than that.
Brand identity is the aesthetics and tangible aspects of your brand, sometimes described as the sensory parts of your brand, including the logo, website design, colour palette, typography, tone of voice, slogans, imagery, and depending on your product smell or taste, etc.
The brand identity gives your brand a personality. It plays a critical role in marketing your products and services, shining through all your communication so your audience instantly recognises your company.
So, what is brand consistency?
Brand consistency is more than ensuring everyone uses your correct logo. It’s about ensuring everyone involved in delivering your brand has a deep understanding of your brand strategy and value proposition.
It’s about company culture and the practice of acting in alignment with your brand’s values and mission while expressing a steady, recognisable brand identity across all communication channels and brand touchpoints.
Brand consistency is an ongoing challenge that requires collaboration across multiple departments and constant adaptation to customer needs, preferences, and expectations without compromising your brand’s essence: values, mission, and vision.
Why is brand consistency important to life sciences, pharma and healthcare businesses?
Brand consistency affects the perception of your brand in the following ways:
- Improves brand awareness and recognition
Customers/clients will recognise and remember the brand because of its consistency, thus boosting brand awareness and connecting with your audience, increasing brand recall and making it stand out.
- Builds trust with customers
Brand consistency establishes trust and conveys authenticity. A consistent brand communicates professionalism to your audience and a genuine commitment to delivering a consistently excellent customer experience.
- Increases loyalty and advocacy, driving brand reputation
Consistently meeting customer expectations and delivering valuable content cultivates loyalty, encouraging repeat business and advocacy among satisfied customers.
- Sets you apart from the competition and boosts revenue and growth
Consistent branding is the key to setting your company apart in highly competitive and saturated markets. It can also help drive traffic and capture the attention of your desired audience, increasing customer lifetime value and retention rate.
- Attracts talent, inspires new employees and improves employee retention
A brand aligned with your mission and values creates a positive and inspiring work culture that motivates and empowers your employees and attracts and retains a talented workforce.
If your brand is consistent, you avoid confusing your target audience. Confusion can damage your reputation, sales, and customer loyalty.
Why is brand consistency important to life sciences, pharma and healthcare businesses?
Brand consistency affects the perception of your brand in the following ways:
- Improves brand awareness and recognition
Customers/clients will recognise and remember the brand because of its consistency, thus boosting brand awareness and connecting with your audience, increasing brand recall and making it stand out.
- Builds trust with customers
Brand consistency establishes trust and conveys authenticity. A consistent brand communicates professionalism to your audience and a genuine commitment to delivering a consistently excellent customer experience.
- Increases loyalty and advocacy, driving brand reputation
Consistently meeting customer expectations and delivering valuable content cultivates loyalty, encouraging repeat business and advocacy among satisfied customers.
- Sets you apart from the competition and boosts revenue and growth
Consistent branding is the key to setting your company apart in highly competitive and saturated markets. It can also help drive traffic and capture the attention of your desired audience, increasing customer lifetime value and retention rate.
- Attracts talent, inspires new employees and improves employee retention
A brand aligned with your mission and values creates a positive and inspiring work culture that motivates and empowers your employees and attracts and retains a talented workforce.
If your brand is consistent, you avoid confusing your target audience. Confusion can damage your reputation, sales, and customer loyalty.
