Consistency is a pretty big buzz word when it comes to marketing, right? We’re always being told to post consistently on socials, keep our messaging uniform, and make sure our branding is always on point. But why is brand consistency so important, and how can it give you a competitive advantage? 

Brand consistency is the key to earning customer trust and growing your business. Inconsistent branding, on the other hand, can hurt your brand’s reputation and is just plain confusing for potential customers! After all, how can they get to know and trust your brand if you don’t even know what your own brand looks and sounds like?  

What is brand consistency?  

Have you ever wondered why some brands just stick with you? Think about Coca-Cola, Apple, or Nike. What do they all have in common? It’s not just about their products; it’s about how they present themselves. This magic trick is called brand consistency, and it’s more powerful than you might think 

Consistency is all about being reliable. When people can count on you, they notice and remember you; in a business sense, this helps bring in new customers and keep the ones you already have. Staying consistent with your brand means using the same messaging, voice, and visuals in everything you put out into the world. This way, your audience always knows it’s you and thinks of you first when they need something you offer! 

Impact of inconsistent branding 

When building a brand, the last thing you want to do is confuse the market. Those people could be your perfect customers, but inconsistent branding can ruin your chances to generate leads or sales. So often when we buy something we are using emotions to do so and if you’re making your audience feel confused and distrustful, chances are they won’t want to buy from you! In other words, people buy from brands they connect with, and brands that feel authentic. It’s hard to connect with a brand that doesn’t have a consistent appearance. 

How to maintain consistent branding 

Okay, so now we know what brand consistency is and why it’s important, how the heck do you maintain brand consistency?  

How to achieve brand consistency 

Now that we’ve established why brand consistency is one of the most important things you can do for your brand, let’s talk about how to achieve it. It’s not as daunting as it might seem (we promise)! 

Define your brand

Start with the basics. What does your brand stand for? What is your core vision, mission, values, purpose and value proposition? Who is your ideal client? Defining these elements will create a foundation for your brand’s identity that you can then build your style guide around. And speaking of style guide…  

Create a brand style guide

This is your brand’s bible so to speak. It should include your logo, colour palette, typography, and tone of voice. The State Report found that even though 85% of organisations have brand guidelines, only 30% actually follow them consistently! Crazy figures, aren’t they? Without sticking to them, all the effort put into creating them goes to waste, and staff might not fully understand your brand’s vibe, making it hard to stay consistent.  

Be consistent across all platforms (duh)

Whether it’s your website, social media, packaging, or customer service, ensure that your brand’s identity stays the same no matter where you’re posting. If you’re all cheerful and chipper on Facebook only to be very serious with different colours used on your website, customers just aren’t going to know who you are. So, use the same colours, fonts, and tone of voice everywhere, and try to keep those visuals consistent too. 

Train your team

Your team is the face of your brand, so get them back in school (not literally) and train them to understand and embody your brand’s values and guidelines. This ensures that every interaction with customers is consistent and aligned with your brand and the service you want to deliver. 

Monitor and adjust

You probably thought you were done after you created a style guide, got posting consistently and trained your team? Sorry, but brand perception is an ongoing task! You’ll want to keep an eye on how your brand is being perceived, so use feedback and analytics to tweak and improve. Consistency doesn’t mean being static; it just means evolving while staying true to your core identity. 

How brand consistency sets you apart 

Now that you’ve got the hang of brand consistency, let’s talk about how it gives you that all important competitive edge. 

Standing out 

In a crowded market, being recognisable is half the battle. Consistent branding makes you stand out. It helps you catch the eye of potential customers and stay top-of-mind. 

Building loyalty

When customers know they can trust you to deliver the same quality and experience every time, they’ll keep coming back. This loyalty is priceless. It’s easier (and cheaper!) to retain existing customers than to acquire new ones. 

Premium pricing

Consistent branding often allows you to charge a premium. Why? Because people are willing to pay more for brands they trust and love. Think about luxury brands – their consistency in quality and image lets them command higher prices. 

Word of mouth 

Happy customers are your best marketers. When people love your brand, they talk (or yap as the cool kids say) about it. This organic word-of-mouth marketing is incredibly powerful and stems from a consistent and positive brand experience. 

Adaptability 

A strong, consistent brand can adapt to changes much more smoothly. Whether you’re launching a new product or entering a new market, your established brand identity will provide a solid base for you to build on – the skies the limit! 

Struggling with your brand’s identity and want to have a chat with us about it? Contact us today, we’d love to help!