This article covers the second reason why brand consistency matters: it provides dependability for your company’s image in consumers eyes.
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 consumers, 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 your brand. Here is the second reason why brand consistency matters: It Provides Dependability.
When you are getting to know someone you may start to develop opinions, ideas, and assumptions as you interact with them. If someone shows up on time one day, then never shows up the next day, it would be hard for you to know if you can depend on them. If you were to work with that person, would you be worried about their consistency based on those interactions? You may think twice before bringing them in to your business.
Your consumers can feel the same way about your brand. If your social media is light and cheeky, while your website is authoritative and educational, it may leave consumers confused. Mixed signals will leave your audience feeling like your brand can’t be trusted. Most people want to interact with a brand that provides products or services that they know they can depend on at every level of the brand, from marketing to delivery.
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 creating a dependable experience for our customers?”
Come back next week for our final part of “Why Brand Consistency Matters: Part 3 – It’s Essential to Marketing”.