People tend to walk away from things they don't understand. Confused messages, different visual and verbal tones and inconsistent experiences, all suggest an organisation that doesn't add up and doesn't know what it’s doing.
Consistency is reassuring in an uncertain world. But in a joined-up world, being consistent is more difficult than ever.
Arguably, it's easier for global brands to achieve. They often have large communications teams with all the skills needed to police everything from identity to social media. No wonder that in global teams, brand guidelines abound. Vodafone, as just one example, does it consistently well.
But consistency matters for smaller organisations with fewer resources too. In order for them to succeed, they have to be consistent enough. Or at least not inconsistent.
The fact is, people get their information from all kinds of sources these days, almost all of which end up online, so only a few clicks away. And that means everything has to join up. Companies have, to a large extent, lost control of their own story and in order to get it back they have to work harder to be consistent everywhere.
At Invicomm, we’re trying to help clients do just that.
The Brand Armour audit helps companies understand the strength of their corporate brand at a particular moment – it tests the key pieces, identifies any vulnerabilities, and assesses how seamlessly the moving parts join up.
What you get in a practical, concise report is a snapshot of your company's performance across Purpose, Messaging, Identity, Authenticity, Consistency and Engagement. Each is defined by a set of key criteria which is used to to determine a score.
You will be able to identify which areas are performing stronger than others and where to focus your communications efforts in order to better project and protect your brand and defend your reputation.
When it comes to Consistency, it will help you answer questions like;
As part of our Brand Armour launch, we are offering companies the opportunity to choose two areas they feel will benefit from the audit. They can also request to be benchmarked against a competitor of their choice. We will conduct a complimentary assessment, together with a consultation to showcase our findings.
And when it comes to the full Brand Armour audit, all six areas will be assessed as well as additional competitor brands, giving companies an in-depth benchmark of the strength of their communications relative to their peers'.
Lieze Prins, Senior Client Manager at Invicomm, says,
“Consistency is a quality that the most successful brands manage every day because they know people are good at spotting where the gaps are across channels. Those gaps or inconsistencies undermine trust and weaken reputation."
