Every marketing department in the world is always conscious about brand continuity. For many other professionals from different backgrounds and skills, continuity is a concept that is used uncommonly. There’s always a beginning and an end to tasks so why would something so large as brand marketing not have this as well? It's simple, brand continuity is a way of keeping your brand relevant, familiar and truly capturing the essence of your business for many years. The simply fact of the matter is, if Coca-Cola changed their iconic red soft drink can to green or yellow, they would not be recognizable in most people’s eyes. In fact there would be a collapse of trust. Customers may begin to think that the cans were knock-offs and stop buying them when they see them. The brand would lose value. This is just one of the reasons why brand continuity is so vital.
Of course every business must go through overhauls and changes. Referring back to Coca-Cola, the red can design has changed over the decades but the overall look has stayed the same. Therefore when you do make new products and decide to have a new design, you must take the most iconic things from the older variants and use them again and again. Ferrari has made amazing cars all throughout the years but every single new model has always been launched in their famous scarlet red. So yes, the ethos of ‘same old same’ does apply to your brand if you want to maintain your unspoken relationship with consumers. You want to be recognizable yet seen to move with the times too. It's difficult to strike such a balance but it can be achieved.
Your employees are always flying the flag of your business. That’s why their behavior in front of the media, customers and the wider public is so important. How they communicate with other professionals in their daily working hours is also valuable. By using an enterprise email hosting service, you can have your logo, images and contact details at the bottom of every message you send. It looks professional and it can be changed whenever you feel like it. Because your email is also hosted, you have protection from natural disasters too. The hosting company has backup servers all around the world. It also just looks more professional rather than using a civilian email such as Gmail or Hotmail.
Company values are in the spotlight, front and center now. In today’s culture every business must have a voice and declare what kind of things it believes in and how it implements those beliefs in their day to day tasks. This is why company culture is one of the most important aspects of brand continuity because if you project one face to the consumer but another to employees, eventually your mask will be lifted. Find your voice and stick to what you believe in both behind closed doors and in public.
The conventions of brand continuity have allowed companies to evolve their image but maintain a familiarity with consumers. Take what you stand for and elevate it into your company culture too.