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How to maintain brand consistency in a sales organization

2018-02-26

By: John Coon

For brands, few objectives matter more than creating an impactful, positive impression. Because, if you can make a favorable first impression, it’s inevitable that good conversation — about your brand — will follow.

Now, keeping that conversation in your favor can be tricky. Ultimately, you want to maintain a consistent brand message and voice across all content. If the tone, voice, or visual experience is at all inconsistent, your target audience will likely become confused and you’ll lose their attention, thus impacting sales and customer retention. When your target audience doesn't know who you are or what you do, it's tough to expect them to remember or come back to you.

So what should you do to make sure your brand doesn't take an unintended fork in the road? Well, here are a few strategies that make developing brand consistency easy for your sales organization.

Share a message that resonates

Want to stand out from the crowd? Start by zeroing in on your target audience with a message that speaks directly to what they want and what they need. Take customer feedback, pushback, pain points and reviews seriously — these are all goldmines for messaging information.

Communicate a clear brand message across the board with marketing (from print ads to social media) to sales (from initial pitch to closing time). Figure out who you want to reach with your message, then focus your energies on reaching that audience again and again.

Once you find a message that works, you ought to stick with it. Oftentimes, brands will tinker with a message too much and everything gets lost in translation, meaning the messaging loses focus and purpose. 

Personalize the content experience

You want to highlight why your brand is uniquely positioned to solve the problem your prospective customer is experiencing. In other words, you want to give your customers good reasons to go with your brand over a competitor. 

For instance, if your brand voice feels unique, you can progress up the sales food chain. If you don't find ways to be unique, you get devoured by the latest trendy new thing. Alternatively, we’d recommend personalizing your customer’s content experience. Not only does this help you stand out in a crowd, but it showcases that you “see” your customers. 

In your sales enablement content, be sure to focus on your strengths. A big mistake with branding is trying to do too much. It isn't an effective strategy to be a jack-of-all-trades with all people. Your brand's voice and content experience should be clear, compelling, unique and believable in each interaction with its target audience.

Offer influence and support outside of the buyer’s journey

Your brand voice is defined by how people see it. Influencing how people perceive your organization or your products is as important as getting consumers to buy from you — everything from demos to packaging impacts your brand’s overall perception.

Social media can be a powerful tool for crafting and shaping your relationships. Interacting with consumers and potential consumers can make it easier for you to create a conversation or gain quick insights about what you can do better. Social media channels are an incubator for ideas and will spur growth for your organization if used in the right way. They're a great way to engage with customers and make your brand feel accessible.

Be prepared to enforce brand guidelines

If your marketing team is worth its snuff, it's already created brand style and usage guidelines to ensure all messaging and visuals stay consistent. These guides cover how to use various brand assets in internal and external communications — including which fonts and colors to use, or the correct logos and slogans. 

Guides like these not only help your organization's marketing team, but they also serve as a useful reference for other employees, managers and departments — including sales — looking to create their own content. Ultimately, brand guides should align with your organization's overall vision and mission. Brand consistency is much easier to achieve when grounded in the core principles that drive your organization.

So, always refer back to your brand guidelines and be prepared to enforce them when developing sales content and planning your outreach efforts. Customers will find you through more than one channel, which means multiple avenues exist to make an excellent first impression. Creating brand consistency across all of these channels is essential to ensure your brand stays memorable and top of mind.

Streamline branded content creation with Lucidpress

Lucidpress makes it a simple task to create a uniform brand identity and empower others in your sales org to create on-brand, professional-looking content. Plus, easy-to-use features like a drag-and-drop editor and advanced template locking take the learning curve out of designing. 

So whether you’re publishing or updating a brochure, newsletter, one-pager, slide deck — or any other material your sales team needs — you can count on Lucidpress to ensure materials get to where they need to go, quickly.

Learn more about how to achieve consistent storytelling across your sales org in our free sales enablement workbook.

Free eBook download

How to achieve consistent storytelling across your sales org

Your customers rely on content to give them the information they need, but most companies struggle to create effective sales content. In this guide, learn how you can lead your organization to creating an effective sales enablement program with consistent storytelling across your sales org.

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John Coon

John Coon is a professional journalist and freelance writer with more than a decade of experience. He's a contributing business writer to Utah Business and writes about sports for a variety of outlets, from The Associated Press to The Salt Lake Tribune. Follow John on Twitter: @johncoonsports.

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