Your brand's webinars may vary in their topic, attendees and purpose, but no matter what variables change they should feel like they are a part of the same larger brand story.
In this article we’ll walk you through the importance of brand consistency and why webinars are such an effective way to ensure brand harmony and contribute to delivering an exceptional brand experience!
Brand consistency and brand awareness.
Brand consistency is key to creating trust with consumers. Brand consistency is the way in which an organisation conveys its core values, brand promise, customer experience, and brand identity; it’s the messaging that binds your brand identity and makes your brand recognisable to consumers.
The virtual space for sharing information and content opens up a whole new way to widen the customer base. This makes personalised branding for webinar platforms crucial; after all it's not just about reaching new consumers, it's about leaving a lasting impression on them both of content and your brand.
Not only that, but it takes 5 to 7 impressions for people to remember a brand. So the easy access and opportunities that come with such an accessible marketing tool as webinars mean leading with your brand is extremely valuable and essential.
Brand consistency creates a unified and cohesive brand identity, building trust and a strong reputation to your audience. Something like trust is hard to measure, but according to Harvard professor Geral Zaktman, 95% of purchasing decisions are subconscious.
What does this mean for your webinar execution? Well, building your brand and having consistency is essential, because your brand needs to be a constant across your communications in order to ensure recognisability. From there, you need to ensure your content and expertise shine through.
So, make sure your webinars are full of useful insights and that your content on the webinar topic, such as articles and infographics, is top notch! Such expert material creation will help you build trust and engagement with your audience. Plus, as your brand association and presence grows, your brand will come top of mind for more and more of your audience as they’re thinking of experts in the industry.
So while trust may be hard to measure, the effects of consistent branding are not. One study found brand consistency contributed from between 10% to over 20% in revenue growth.
When there is consistent branding across a company's communications it's been shown that revenue increases by 23%. Pretty impossible to ignore right! This is because consistent branding differentiates your business in the market, boosts its authority and creates loyalty with the consumers.
In a nutshell? It’s crucial that all of your marketing activities have consistent branding, and yes that includes webinars.
Webinars offer a great way for brands to establish a valuable relationship with consumers. With access to a variety of touchpoints, brands can access attendees across a number of channels to give a holistic insight and brand awareness. It’s all these little details that make all the difference in strengthening your brand's awareness and recognisability with your audience.
Brand consistency ensured.
That brings us to an integral feature of marketing activities that is under utilised across many webinar platforms: brand consistency. So many platforms out there simply don’t allow for full brandability further than adding your logo and colour to an email. This simply doesn’t encourage true brand consistency and doesn’t support brand awareness efforts much at all!
So , using a platform that values your brand will support your commercial efforts as well as your consistent brand awareness building. Plus, with ease of editing and customisations on the right platform, you can also tweak it and change your webinar’s setup for different audiences.
The global reach of virtual meetings and experiences means you can look to focus on language and messaging to be on-brand for a specific market, while all remaining visually in keeping with your brand. Dream customisation setup, right?
For you webinar organiser and marketing pro’s out there, this certainly makes life a lot easier when it comes to getting your marketing toolbox to all align and really deliver the value you need!
Plus, you can measure feedback and effectiveness of your webinar and all its components of attendee engagement and apply it to the next webinar.
A regular webinar schedule means not only do you get regular touchpoints with your audience, but you can perfect the brand presentation on your content, such as email invites, sign up page and slides for your speakers. That way, you can ensure a consistent brand experience across your webinars and your entire marketing schedule. Got some themed brand content on your social channels or on your website? Incorporate them into your webinar structure to show you’re fully aligned across your comms.
That’s the ticket to a slick, consistent brand. And we all know that’s good for business.
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