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Why Brand Consistency Matters: Part 1 – Building Trust Through Recognition

6 mins read

This article covers the first reason why brand consistency matters: Explaining how consistency builds trust with your customers through the recognition of your brand.

Coca-Cola is more than just a drink, a Burberry purse is more than just a bag, and Ray-Bans are more than just sunglasses. When we interact with products and services we are provided with an experience, and it is that experience that we are investing in. Your business should know exactly what experience you are wanting to create for your customers, and that is why you create a brand.

Brand systems are created through consistent delivery of the brand experience over time. Consistency means your consumers are being exposed to your mission, core values, visual branding and other brand elements repeatedly. It is the consistent, desired experience you provide that builds trust and recognition for your brand. Here is the first reason in our series of why brand consistency matters:  

Building Trust Through Recognition 

Brand recognition is about helping your consumers get to know your brand on a personal level. Purchasing is more of an emotional decision than a practical one. Part of engaging the desired emotions from your consumers is allowing them to feel like they know and trust your brand. Have you ever wondered why you buy the same brand of milk or the same brand of toothpaste? It’s because it is predictable. You know what to expect and you know you will be pleased with the outcome. Consistency creates that predictability that consumers crave.

Another way of thinking of this is to compare brand recognition with recognizing a person. If you need help or need something, are you more likely to ask someone you recognize and trust, or a complete stranger that you have never seen before? Most of us, if not all of us, would feel more comfortable with the person we know, for better or worse we know what to expect, and would therefore choose to go with someone we recognize; the same applies to brands. When a consumer is looking for a product or service to fulfill their needs, they are most likely going to choose the brand that they recognize and therefore trust. If they are looking for a dish soap to wash away the grease from their dirty dishes, a consumer is more likely to reach for the Dawn than a brand they have never heard of. Further to that, most consumers will even pay more for the brand they recognize, as that trust is worth the extra money in their eyes. Trust really does pay-off!

Consistency Is Key!

Your brand consistency can also be used as a competitive advantage in your marketing strategy. It can be the key factor between earning a loyal customer or losing them to the competition. If your branding is inconsistent, that is the exact experience your consumers will begin to expect from your business; inconsistent and unreliable. A can of Coke always tastes the same, that’s why it’s the first image that pops in your head when someone asks if you would like a pop. Leverage your brand consistency; it can be what sets you apart from the rest of the market.

Consistency Is Key!

Your brand consistency can also be used as a competitive advantage in your marketing strategy. It can be the key factor between earning a loyal customer or losing them to the competition. If your branding is inconsistent, that is the exact experience your consumers will begin to expect from your business; inconsistent and unreliable. A can of Coke always tastes the same, that’s why it’s the first image that pops in your head when someone asks if you would like a pop. Leverage your brand consistency; it can be what sets you apart from the rest of the market.

Interacting with your consumers through consistent branding is a major step towards being recognized. Once consumers know your brand and you gain that trust, their loyalty will make them more likely to purchase your products, and more likely to recommend you to their peers. As the broken record plays: “consistency is key”! We challenge you to ask yourself the following question: “is our brand recognizably consistent and building trust with our consumers?”

Our series continues next week with Reasons Why Brand Consistency Matters: Part 2 – Provides Dependability

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