buying a domain and building a website, etc. However, one of the most important parts of making a business successful is brand congruencey.
Brand congruence is what marries all the different aspects of your business into one synonymous experience for customers. Today we discuss what brand congruence is, why it is important for your business and how to achieve it.
Brand congruencey is the harmony and consistency of your business. A strong brand ensures their mission – the why, how, when, with, who, what – is cohesive both internally and externally. Defining a clear voice in business builds company culture, creates brand personality and makes a better experience for both employees and customers.
Brand congruence is an imperative step when running a business because of its power to attract and retain customers.
The theory of brand congruence states that consumers have a favorable attitude towards brands that greatly match their self-concept. Meaning, customers favor brands that create products and have a brand voice that align with their beliefs, interests and needs.
When you take the time to create a strong brand congruence, you attract customers and build a relationship with them.
Today, shopping at a business is more than just walking into a store. Customers want an experience. They want to see and feel the brand that goes further than the storefront. Customers look for a brand with a unique personality and culture. Furthermore, they look for the experience a brand can give them through the storefront, website, social media, etc. This can all be achieved through brand congruencey.
Here is why brand congruencey is important for businesses:
Customers want to shop with a brand that gives them an experience, but also holds similar values and interests as them. A business with a clear mission and unique brand personality will attract and retain more customers.
For example, if a customer values sustainability, they are more likely to shop with a business taking initiatives to be sustainable and eco friendly than one that is not.
No two businesses are the same, each one has their own origin story, their own mission and brand. However, not all businesses have mastered brand congruence. Taking the time to not only build your brand but to ensure brand congruence across all areas of your business sets you apart.
And, your customers will notice!
When your brand mission is clear – you can feel it across all areas of your business. Your core values are evident though your employees, storefront, website, social media, etc. Because of this, your brand will develop a unique personality and culture that will attract future customers.
The opposite of congruence is disconnect, unbalance, inconsistency, incompatibility.
When your brand core values do not align and your brand voice is not harmonious across your business storefront, social media, website, employees, etc. – there is a disconnect. Customers will be able to feel the disconnect.
The first step to achieving brand congruence begins at the heart of your business. Your mission – the why, how, when, who, with, what.
When you have a sound answers to questions like these and you can properly convey this mission to both your employees and customers, you can start to build your brand congruence and further your brand culture.
Once you have made your core values clear, it is about enforcing them in all areas of your business. Ensuring your employees exemplify these values and create the right environment for customers. Creating initiatives and philanthropy. Listening to your customers and letting customers get involved, etc.