The Importance of Brand Consistency

Imagine yourself as a person who loves coffee. You love it enough not to get enough of it, sometimes up to 3 cups a day. But when it comes to coffee, you are quite particular with your order. 

You love to order a mocha with one shot of coffee and one shot of Chocolate in almond milk with ice from Starbucks. You know Starbucks, you’ve been going there for a while. The iconic green logo appears on each line of communication the brand has with you. You see it on your Barista’s t-shirt, on the paper cups you drink your coffee in, that table mat on your corner table, the open sign on the door, and then on the brand board over the cafe. Sometimes you even see it on your favorite app as a banner, your social group, or the cab to your office. 

Now imagine if, in any of these communications, the logo of Starbucks has changed from green to Purple. The font of their latest offer is cursive, and your coffee tastes different with each order. 

Are you annoyed already?

So, what do you think an iconic brand like that needs at this hour?

Consistency!

And, that’s what we are talking about. 

How do you define brand consistency, exactly?

Brand consistency is the art of always conveying messages that align with your brand's core values in the same tone and similarly presenting the brand logo while using the same colors throughout your visual brand components. The result is that these elements become imprinted in customers' minds, making them more likely to remember your brand. However, brand consistency is about more than just the visual aspects of a brand. 

According to CustomerThink, there are three essential areas where brands must remain consistent to drive customer loyalty: customer experience, values, and brand identity elements.

Brand consistency refers to a company's ability to maintain communication and positioning aligned with its values and identity elements. Organizations seek to enhance their image through actions that explore various components that make up the brand. Consistency is crucial. The more consistent communication and use of these elements make the pattern of the brand identity clearer.

What’s the hype around maintaining brand consistency?

Maintaining brand consistency is essential, especially in highly competitive markets with numerous relevant companies competing for customer loyalty. This practice distinguishes a market business and helps establish a strong brand identity. When a brand can maintain consistency, it is more likely to grow due to public recognition and identification.

In highly competitive markets, brands must have a distinct identity and maintain consistency in their communication with their audience. This helps to differentiate the business in the market and capture and retain the public's loyalty amidst the numerous relevant companies vying for their attention.

Constant exploration of a brand's image can lead to the achievement of brand authority, where consumers directly associate a particular product with a specific brand. Some companies have successfully developed their image to such an extent that their name is synonymous with a product. A perfect example of this is Kleenex, a brand of tissues that consumers often call Kleenex, even though other brands of tissues exist. This high level of brand authority creates a direct association between the consumer and the brand, which can lead to a significant competitive advantage.

A consistent branding strategy can enable customers to quickly identify a brand over time, which often leads to a stronger attraction to that brand. Customers seek quality products and services, and once they find them in a brand, they want to be assured that they will always receive the same quality. Consistency-focused branding can ensure customers, ultimately leading to long-term brand recognition. This can create a sense of security for the consumer, enhancing brand loyalty and authority.

How can you achieve brand consistency?

Brand consistency is the art of always conveying messages that align with your brand's core values in the same tone and similarly presenting the brand logo while using the same colors throughout your visual brand components. The result is that these elements become imprinted in customers' minds, making them more likely to remember your brand. However, brand consistency is about more than just the visual aspects of a brand. 

Consistent messaging is critical to effective branding. If your value proposition is that your product makes installations faster, be sure to utilize this messaging in your hero message on your website, as a hashtag on your social media posts, and in your product descriptions. Repeatedly emphasizing your messaging across all platforms can increase its effectiveness and recognition. It's essential to hit your message hard and make sure it is visible everywhere to create a strong brand identity and promote brand recognition.

Consistency in image style is essential for building a solid brand identity. If you use a particular filter on all your social media posts, ensure that you use the same filter on the images featured on your website. Similarly, if your website predominantly features images of work-in-progress projects, ensure that most of your social media images also showcase work-in-progress projects. By maintaining a consistent photo style across all platforms, you can create a cohesive brand image that is easily recognizable to your audience.

Which brands provide the best consistent experience to their consumers?

Coca-Cola is an excellent example of a brand that has maintained consistency over the years. The brand's packaging, lettering, and advertising have consistently contributed to its iconic status globally. The brand's success is also attributed to its ability to become a part of people's identity and history, with consumers having a sentimental attachment to the brand. 

Coca-Cola's consistent brand experience worldwide provides comfort and familiarity to travelers in foreign countries. Consistency is essential for brand love, and a lack of it is one of the most important reasons for its irreversible damage. Other brands can learn from Coca-Cola's marketing strategy.

Netflix is another excellent example of a brand that has maintained consistency over the years. The brand's user interface and identity are consistent across all platforms, from the website to the mobile application. The company's content is also consistent with the brand's target audience and values, focusing on original content that is diverse and inclusive. The brand's social media presence is also consistent, with the company using the same tone and style of messaging across all platforms. 

Customers can expect a consistent experience when using the platform, from the content recommendations to the user interface, which helps to build a strong brand identity and customer loyalty. Netflix's brand consistency has contributed to its success, and it continues to be a leader in the streaming industry.

Brand consistency is vital for building brand recognition, fostering trust, and creating positive emotions among the target audience. Without it, customers won't recognize the brand, and they won't have confidence in its consistency.