What is Brand Consistency?

Brand consistency is the practice of replicating actions and behaviours without deviation. It’s the foundational element that helps capture attention, create an emotional connection, and foster loyalty. Think of it as the bedrock of brand building. Just as in personal relationships, consistency breeds trust. While brands need to evolve, any changes should be carefully considered to maintain this trust.

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Attitudes Towards Consistency

Consistency can often be overlooked in favour of creating fresh and innovative campaigns. This desire for constant change stems from both the agency’s creative instinct and client briefs pushing for evolution. However, successful brand management requires acknowledging the need for consistency and strategically planning where and how it happens. It must be a daily conversation and a key goal, even though achieving it is notoriously difficult.

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Achieving brand consistency is a significant challenge. A study found that roughly one-third of US B2B marketing and sales professionals struggle with it due to a lack of standards, uniform guidelines, and undervaluation of brand importance. Educating the entire organisation about the value of consistency is essential. Consistency isn’t just about marketing; it’s about aligning every aspect of the company, from mission to culture, to customer interactions and external communications.

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Consistency in branding builds strong patterns in people’s minds, making the brand more identifiable and trustworthy. It’s one of the most powerful levers for brand building. According to Shutterstock, 60% of marketers create a minimum of one piece of content each day. Having a consistent approach saves time and effort and enhances brand recognition. Brands like Airbnb exemplify this by maintaining a consistent focus on ‘belonging,’ which informs their responses to market changes and their overall brand messaging.

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Achieving brand consistency requires a strategic approach. It involves understanding and documenting every brand interaction, from marketing materials to customer service experiences. Assess your brand’s visual assets, tone of voice, and strategic intent to ensure they align with your brand’s core message. Regularly revisit and reassess your brand strategy to keep it relevant and consistent across all channels.

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Good Examples

• Airbnb: Centered around the idea of ‘belonging,’ Airbnb’s consistent messaging helps them respond authentically to various situations, maintaining a strong brand identity.
• Apple: Known for its unwavering commitment to simplicity and elegance, Apple’s consistency across product design, marketing, and customer experience sets a benchmark in the tech industry.
• Bolt: With the brand idea of ‘Own speed,’ Bolt’s identity is reinforced through every element, from the logo and color scheme to motion principles and messaging.

Tips, Tools, and Frameworks for Consistency

1. Assess Your Brand Consistency: Evaluate your brand’s strategic, visual, and verbal elements to identify areas for improvement.
2. Use Data and Stories: Combine data with compelling narratives to make your brand strategy irrefutable and inspirational.
3. Leverage Digital Tools: Utilize digital templates and brand libraries to ensure consistency across all departments.
4. Create a Culture of Brand: Encourage employees to embody the brand in their daily actions and interactions.

Brand consistency is not just about looking the same; it’s about conveying a coherent message and building trust over time. By focusing on consistency, brands can create stronger connections with their audience, stand out in a crowded market, and achieve sustainable growth. Prioritize brand consistency to unlock the full potential of your brand.