What is Brand Continuity and Are You Doing it Well? Here’s How to Know

In a world where change is the only con­stant, it’s more impor­tant than ever to ensure your busi­ness is keep­ing up. But what does that mean for your brand­ing? How can you be sure you’re doing it right and not caus­ing con­fu­sion? In this arti­cle, we’ll explore the mean­ing of brand con­ti­nu­ity and pro­vide you with ques­tions to help you deter­mine whether you’re doing a good job with brand con­ti­nu­ity and what you can do to improve it. So grab a café or drink of your choice and read on!

Why Brand Continuity Matters

Brand con­ti­nu­ity is essen­tial for con­nec­tion — how will your audi­ence know it’s you if your brand keeps chang­ing its look and mes­sage every week?! 

About half of con­sumers reach out to a sales rep or pur­chase a prod­uct after see­ing brand­ed con­tent 3–5 times or more. Being mem­o­rable in the minds of your audi­ence requires visu­al con­sis­ten­cy and inten­tion­al, cohe­sive messaging. 

What is Brand Continuity and Are You Doing it Well?

But when we talk about brand con­ti­nu­ity, it involves your whole pic­ture, from visu­al iden­ti­ty to the dig­i­tal pres­ence and your mar­ket­ing out­puts. The clar­i­ty of your brand devel­op­ment is eas­i­er for your ide­al audi­ence to iden­ti­fy, con­nect with, and build trust in it.

What Is Brand Continuity & Why Does it Matter?

Here Are 3 Ways To Check Your Brand Continuity 

Check­ing for brand con­ti­nu­ity can feel over­whelm­ing, but you don’t have to do it all in one day. The longer you are in busi­ness, the hard­er it may be to audit your brand because you nat­u­ral­ly have more con­tent to review. How­ev­er, your hard work will pay off. 

What is Brand Continuity and Are You Doing it Well?

To get you start­ed, here are three key areas to audit for con­ti­nu­ity: your visu­al, dig­i­tal, and marketing. 

1. Your Visual Identity 

Most of the time, the visu­al iden­ti­ty is an area where most peo­ple fail to cre­ate brand con­ti­nu­ity. The more con­tent you cre­ate, the hard­er it becomes to stay con­sis­tent. We’ve seen it, and we’ve helped our clients man­age it! You should­n’t waste hours using 50 dif­fer­ent tem­plates and con­stant­ly switch­ing your brand mes­sage because it does­n’t feel right! 

When you have entire­ly dif­fer­ent designs that don’t work as a sys­tem, you will cause over­whelm and confusion. 

What is Brand Continuity and Are You Doing it Well?
What is Brand Continuity and Are You Doing it Well?
What is Brand Continuity and Are You Doing it Well?

How­ev­er, when you plan and define the pur­pose of your con­tent with sup­port­ing brand­ed tem­plates, you ulti­mate­ly ele­vate your brand continuity.

What is Brand Continuity and Are You Doing it Well?
What is Brand Continuity and Are You Doing it Well?
What is Brand Continuity and Are You Doing it Well?

Audit your brand iden­ti­ty and con­sid­er the following:

  • Have you estab­lished brand­ed tem­plates for sales pro­mo­tions, quotes, tes­ti­mo­ni­als, ser­vices, or prod­uct features?
  • Are you using assets that are inclu­sive and diverse?
  • Have you estab­lished how col­or psy­chol­o­gy influ­ences your audi­ence’s perception?

Every ele­ment in your brand helps you tell a sto­ry. Too many dif­fer­ent nar­ra­tives will confuse.

2. Your Digital Presence

The mag­ic behind cre­at­ing dig­i­tal con­tent is how fast we can make it. Unlike print, if we catch an error, we can just delete the post and reshare. While dig­i­tal gives us so much flex­i­bil­i­ty, we shouldn’t be rush­ing to post with­out check­ing for consistency. 

What is Brand Continuity and Are You Doing it Well?

When review­ing your dig­i­tal pres­ence con­sid­er the con­ti­nu­ity behind the following:

  • Is your lan­guage con­sis­tent through­out your web­site, blogs, social media, videos, vir­tu­al meet­ings? Or do you show up chill and wild on social but calm and tucked down for busi­ness matters. 
  • Do you have check­lists that help you cov­er all your bases and mit­i­gate errors across your mul­ti-plat­form brand communication?
  • Do you have brand guide­lines that pro­vide the lan­guage to use or avoid? 

Your dig­i­tal pres­ence isn’t like act­ing — you don’t want to show up as one per­son in one space and a com­plete­ly dif­fer­ent per­son in another. 

3. Your Marketing Continuity 

The way we mar­ket our brand is just as cru­cial as our con­tent to sup­port it. Mar­ket­ing helps you car­ry your brand strat­e­gy out and tells your audi­ence about your prod­ucts or ser­vices. With so many avenues for mar­ket­ing your brand, it can be easy to lose consistency. 

As you plan your mar­ket­ing strat­e­gy, con­sid­er doing a quick audit on the fol­low­ing things:

  • Are you han­dling your brand with con­sis­ten­cy across all your mar­ket­ing avenues? Or just jump­ing into plat­forms as they come?
  • Is the mes­sage you share on social media cohe­sive from one plat­form to anoth­er? Or does it morph and take on a dif­fer­ent life depend­ing on the platform?
  • What is your biggest chal­lenge with con­sis­ten­cy in this area, and how can you alle­vi­ate that?

As you go through these brand audits, remem­ber you can’t achieve this in one sweep. Split this up into man­age­able goals over a des­ig­nat­ed time. If you envi­sion a brand that walks their talk and attracts brand-loy­al cus­tomers that under­stand your brand vision thanks to clear, accu­rate mes­sag­ing, we have you cov­ered in this process! Grab our brand con­ti­nu­ity work­book so you can nav­i­gate these steps with­out wing­ing it. This work­book will help you cre­ate a more pol­ished and pro­fes­sion­al rep­re­sen­ta­tion of your com­pa­ny and cus­tomers.

About the Author

Nicte Cuevas, Principal of Nicte Creative Design, empowers mission-driven businesses through strategic design & branding. Nicte has applied this when working with Adobe Spark and Twitter Business, LinkedIn Learning, Dogs on Deployment and Purina, Girl Scouts, The Houston Zoo and The Contemporary Arts Museum. Her excellence in communication design & marketing has been recognized by multiple national / international awards, including a coveted feature in Graphic Design USA's People to Watch.

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