Do you feel like your brand is always consistent in its messaging? Or do you worry that your customers struggle to understand who you are?

Either way, it’s always good to check that you’re doing the right things to effectively sell your business (and products and services).

Here’s how to make sure your brand is as authentic as possible.

Be consistent

Ensure all your messaging and communications match your brand identity and values.

You’re likely writing blog posts, sending emails, and running digital marketing campaigns. And you want to make sure everything you publish represents your business in the right way.

Why? Because inconsistent messaging will make your audience uncertain about who you are. That can make customers feel unsure about trusting you with their hard-earned cash.

To be as consistent as possible, develop or refine these things:

• Your brand vision and mission

• A tone of voice guide that embodies your brand

• A robust review process for all content

• Training and content that helps others understand your brand

Live up to your values

Of course, consistency is great. But you must also deliver on the promises your brand makes.

We already established that consumers are looking at how your brand behaves. So it’s vital to deliver on promises and tell visitors about what makes your business unique.

To do that, create an honest and unique ‘about us’ page and explain what you stand for throughout the customer’s journey – adding taglines and logos to pages to show off your brand identity.

Engage your audience

Nowadays, it’s not enough to just post a single page that explains who you are. In a world where people are more connected than ever, creating communities is also vital to success.

It can feel daunting, but engaging and speaking to your audience is a brilliant way to show off your brand. It also offers you the chance to get to know them more.

Whether on social media, review sites, or other channels, always try to engage your audience and talk to them in a way which shows off your brand personality. Share updates about your business and join in on conversations online. Ask questions and answer customer queries, and always let people know you value being able to talk to them personally.

And one of the best things about this? These conversations can be one of the most valuable – and rewarding – parts of running a business.

Reward your customers

Another good way to show off your brand is by looking after your loyal customers. And an excellent way to do that is through loyalty programs.

By running reward programs – or even just getting in touch with customers to know you appreciate their business – you create a more trusting, positive relationship with them.

Stay in touch

With so many technology tools at your disposal, keeping in contact with your shoppers and customers is now easier than ever. That’s a good thing, as sending out emails or running ads can be a great way to stay top of mind with your customer base and build brand recognition.

In his book ‘Building a Story Brand’, brand expert Donald Miller explains how he once increased sales for an employer by sending out a direct email that, in his own words, ‘all our customers threw away without even opening’.

How did this unread direct mail succeed? By reminding customers that the company existed, even if it did go straight into the bin.

So, remember to keep your communications constant and as consistent as possible to build a better relationship with your customers.