In today’s competitive food industry, brands need to do everything they can to stand out from the crowd. One of the most effective ways to do this is to ensure food brand consistency that resonates with consumers and, in turn, elevates the customer experience. Not sure where to start? Join us as we discuss the main things to consider and the significant impact good branding can have on the customer experience.
The impact of visual identity
The visual identity of a food brand is one of the most important aspects of its branding, and includes the logo, packaging design, and colour scheme. This is where food brand consistency comes into it, from capturing your brand’s personality to instilling brand trust, consistency is key. When a visual identity is consistent across all touchpoints, it can create a memorable brand identity that is appealing to customers, and as a result improves the overall customer experience.
It’s simple logic when you think about it, when customers are faced with a familiar logo or colour scheme, they are more likely to recognise the brand and remember their positive experiences with them. Familiarity also creates brand trust and loyalty, when your brand is consistent throughout, the consumer knows what to expect no matter how many times they visit or order, which gives them peace of mind when making a purchase.
Think of McDonalds’ iconic golden arches, or supermarket giant Asda’s all green colour scheme, and you can appreciate how important a consistent visual identity is to your food brand and the customer experience.
Creating a unique brand story
It’s no secret that consumers want to connect with brands, and a great way to do this is through a unique brand story. An authentic and engaging brand story will evoke emotion from your audience, and establish loyalty and advocacy, which can increase sales and revenue. However, it’s important to ensure your story aligns with your brand values for the ultimate food brand consistency.
Not only can a brand story differentiate your brand from competitors, it also makes your brand more memorable, and further adds to the customer experience by inspiring customers. The well-known chain restaurant, Frankie & Benny’s story of lifelong friends coming together to continue their parents legacy and bring their fusion of American and Italian food to their customers, is both heartwarming and inspiring.
Consistency across touchpoints
Have we mentioned that food brand consistency is key when it comes to the customer experience? Consistency across touchpoints helps to create a seamless and unified customer experience. When customers interact with a brand across different channels or locations, such as in store or online, they should have a consistent experience, from the brand’s messaging, tone of voice and visual identity – this needs to be cohesive to ensure a positive customer experience.
This will help you to increase brand recognition, help you gain a reliable reputation which is always welcome, and even make it easier for customers to find and interact with your brand, because they know what to look for regardless of the channel you’re using. This will help you cut through the noise, which is particularly important within the current digital landscape.
Brand personality and trust
Showcasing your brand’s personality can work wonders for the customer experience. Going back to the fact that customers want to connect with brands, if your brand personality is strong enough you’re able to establish this connection and grow with your customers. Like anything, your brand personality must be consistent with your overall brand look, values and story to have the right impact.
Food brand consistency is essential for creating a positive customer experience. Creating a seamless and unified experience that customers can trust and rely on will only work in your favour and help you stand out from the crowd. Need help implementing consistent branding to improve your customer experience? Get in touch with the food marketing experts, we’d be more than happy to help.