{"id":29381,"date":"2023-10-17T14:39:06","date_gmt":"2023-10-17T13:39:06","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=29381"},"modified":"2025-01-03T13:16:17","modified_gmt":"2025-01-03T13:16:17","slug":"help-center-experience-customer-service-brand-consistency","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/help-center-experience-customer-service-brand-consistency\/","title":{"rendered":"Why brand consistency is key to an excellent help center experience"},"content":{"rendered":"

Brand consistency is a crucial element of any company\u2019s success. Having an instantly recognizable brand helps companies to nurture trust, loyalty, and retention among their customers \u2013 and ensure a seamless customer experience.<\/p>\n

Most companies appreciate the need for brand consistency in sales and marketing, across channels and customer-facing assets like the website, social media, and enablement materials. But this consistency can often be overlooked when it comes to a company\u2019s customer support offering.<\/p>\n

What is brand consistency?<\/h2>\n

Brand consistency means that your company shows up in the same way across every channel and resource your prospects and customers see, every time they seek them out. It spans your brand\u2019s colors, logo, frequently used images, fonts, and tone of voice \u2013 anything that helps your audience to immediately recognize your company, and reassures your customers that they\u2019re in safe hands.<\/p>\n

\u201cBrand consistency shouldn\u2019t stop after a prospect becomes a customer\u201d<\/p><\/blockquote>\n

Research shows<\/a> that brands that maintain consistency across all channels are more likely to experience growth than brands that don\u2019t. In fact, a 2021 survey revealed that 33% of 452 professionals<\/a> from various industries claim brand consistency has substantially increased their company\u2019s revenue, proving LinkedIn founder Reid Hoffman correct when he says \u201ctrust equals consistency over time.\u201d<\/p>\n

But how can your company achieve a smooth, consistent brand experience across every prospect and customer touchpoint?<\/p>\n

Consistency throughout the customer journey<\/h2>\n

Brand consistency remains just as important after a prospect becomes a customer. In fact, one of the most crucial elements of a stellar customer experience is a company\u2019s support offering. To maximize customer experience, loyalty, and retention, the transition between each stage of the customer journey should be as seamless as possible \u2013 meaning brand consistency in a company\u2019s support center is key, whether you\u2019re talking about self-serve support via your help center or the way your reps engage with your customers.<\/p>\n

\u201cIf you want to create a truly seamless brand experience for your customers as they journey from touchpoint to touchpoint, take a closer look at your help center\u2019s capabilities\u201d<\/p><\/blockquote>\n

Creating a modern help center that incorporates your brand<\/h2>\n

Injecting your brand into your help center can be tricky. Often, company help centers are hosted on different platforms than the rest of the website, and their capabilities are focused more on storing searchable, helpful information than aesthetics.<\/p>\n

<\/a><\/p>\n

The Galxe help center<\/a> (old and new designs above) demonstrates the value of distinctive branding<\/em><\/p>\n

If you want to create a truly seamless brand experience for your customers as they journey from touchpoint to touchpoint, take a closer look at your help center\u2019s capabilities. Does it offer most, or all, of the following?<\/p>\n

Customizability<\/h3>\n

This means not only having the ability to decide the exact layout that works for your help content, but also having the flexibility to add your brand\u2019s colors, logo, fonts, and images to your help center to truly capture its personality and make your customers feel at home with a seamless brand experience as they self-serve answers to their queries.<\/p>\n

<\/a><\/p>\n

The Funraise help center<\/a> (old and new designs above) shows how customizability can make a difference.<\/em><\/p>\n

Multi-brand<\/h3>\n

For companies with more than one brand, having a simple way to create and manage multiple help centers \u2013 while keeping their customers\u2019 experiences consistent \u2013 is a must. But to achieve this, many help centers require support teams to operate across multiple workspaces and languages, increasing complexity and cost.<\/p>\n

At Intercom, we understand that the ability to seamlessly manage multiple brands and speak to customers in the language they prefer within a single workspace is key to an excellent customer \u2013 and team \u2013 experience.<\/p>\n

\u201cAs customer service teams are asked to do more and more with fewer resources, responsibilities like brand consistency can fall by the wayside\u201d<\/p><\/blockquote>\n

Cross-channel consistency<\/h3>\n

Today, no support center is an island. Most support teams are making their help center content available across multiple channels to ensure ease of access and convenience for their customers.<\/p>\n

The challenge is making sure that the customer experience stays consistent across each of these many channels, whether your customers are accessing your articles via your messenger, within your product, or just searching for help on Google. But a consistent experience doesn\u2019t necessarily mean receiving the same treatment across every channel \u2013 it\u2019s about catering to your customer\u2019s context and tailoring the content your customer receives based on the type of customer they are or where they access your help center from so they get the right information every time.<\/p>\n

Ease of use<\/h3>\n

Adding coding to a support team’s long to-do list leaves teammates with less time to do what they do best \u2013 optimize their customers’ experiences. Not only that, but as customer service teams are asked to do more and more with fewer resources, responsibilities like brand consistency can fall by the wayside.<\/p>\n

\u201cYour marketing team will be laser-focused on your brand presence \u2013 your support team should be too\u201d<\/p><\/blockquote>\n

Securing engineering resources to update the help center with every brand revision is inconvenient at best, and impossible at worst. That\u2019s why CS teams need a no-code solution that allows them to effortlessly update all the major elements of a help center in a matter of minutes \u2013 giving them the control and autonomy they need to prioritize brand consistency.<\/p>\n

Discoverability<\/h3>\n

Your marketing team will be laser-focused on your brand presence \u2013 your support team should be too. Tools that help you to prioritize search engine optimization when creating help center articles make it more likely that your content will be the first thing your customers find when they\u2019re looking for help. Not only that, but prospects will be more likely to find your articles when searching for a solution to problems with their current tool.<\/p>\n

<\/a><\/p>\n

Coda’s help center<\/a> (old and new designs above) boasts high discoverability<\/em><\/p>\n

Next-gen reporting<\/h3>\n

High-performing support teams are constantly improving and iterating on their support content, and they need granular reporting to reveal the areas that need updates, fresh content, or alignment with the company\u2019s brand as it evolves. Dive into your help center content\u2019s performance by examining metrics<\/a> like content views and conversational insights to see how much your content is helping your customers, and how they\u2019re feeling about their interactions with your business.<\/p>\n

A help center that\u2019s an extension of your brand<\/h2>\n

If your help center doesn’t offer the above features, it may be affecting your brand consistency \u2013 and your customer experience, as a result. Improving your customers’ trust, loyalty, and retention means incorporating consistent branding across every aspect of your customer experience offering, including support.<\/p>\n

At Intercom, we\u2019ve been talking to countless customers and working tirelessly to make sure our help center serves the needs of a modern support team and exceeds rising customer expectations. Is it time to consider modernizing your support tool?<\/p>\n

Find out how we\u2019re making it easier than ever for your customers to self-serve with brand-consistent help centers<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Most companies appreciate the need for brand consistency in sales and marketing, but this consistency can often be overlooked when it comes to a company\u2019s customer support offering. Here, we explore the benefits of brand consistency in your help center.<\/p>\n","protected":false},"author":560,"featured_media":29382,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[25221,49,2808,24845,484],"coauthors":[25222],"class_list":["post-29381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-brand-consistency","tag-branding","tag-help-center","tag-help-content","tag-knowledge-base"],"yoast_head":"\nWhy brand consistency is key to excellent help center experiences<\/title>\n<meta name=\"description\" content=\"Brand consistency is a crucial element of any company\u2019s success, but can often be overlooked when it comes to a company's help center.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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