Brand Consistency: Analysis of the Cost.

In the business world, there is a thin line between earning a customer’s trust and losing the customer to a competitor. As a result, there is the need to take strategic steps to stay afloat. One of these steps is brand consistency.

If your aim is to build brand recognition and foster trust among your target audience, then this article will help you understand what brand consistency is, areas where your brand must be consistent, benefits of brand consistency and what it costs to have a consistent brand.

What is brand consistency?

It is the delivery of a brand message in relation to the brand identity, value, and strategy overtime. In other words, your brand is consistent when your target audience is exposed to your brand’s core messages, visual branding, and other elements repeatedly in a way that solidifies your brand recognition.

Areas where your brand must be consistent

  1. Customer experience
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Your customers’ experiences are the culmination of all the interactions with your brand – from navigating your website, to communicating with a customer representative and receiving your product/service. These experiences build up their perception of your brand. Therefore, providing a consistent positive customer experience will facilitate trust in your brand. 

2. Values

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Brand value is generally regarded as a company’s financial worth, here, your value is all you worth in deeds. You must back your words with actions consistently.

3. Brand identity Components

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They are the visual elements that make your brand identifiable and enable your differentiation in the competition. Keeping these elements like your logo, tag line and general brand outlook consistent is very important.

Benefits of brand consistency

  1. Brand Differentiation

One of the major benefits of brand consistency is that your consumers can distinctly identify your brand in a competitive landscape just by viewing the product/service’s logo, tag line, packaging, or advertising campaign. In other words, brand consistency sets your brand apart from others.

  1. Evoking positive emotions

When your brand’s message is informed by positivity, as you articulate this consistently, it in turn evokes positive emotions in your audience. This means brand consistency helps you to shape your brand’s perception.

3. Building trust and loyalty

If your drink tastes the same (like Coca-cola), if your shoes are of the same quality (like Nike), then you are consistent and consumers will be confident that they will get a certain experience when they engage with your brand. Consistency breeds trust and loyalty to your brand. Consumers will continuously purchase your brand’s products/services over other brands when they trust your brand.

Costs of Brand Consistency

It takes time to establish and maintain brand consistency but it is not difficult to achieve when the best practices are implemented. Below are some of the things required to have a consistent brand.

  1. Create and Sustain Brand Assets

The distinguishing characteristics of your brand, the tangible and intangible things that set you apart such as your company logo, font, colour palette, slogan, tagline, all culminate your brand assets. Creating them and sustaining them over time until your target audience are familiar with them is important.

  1. Develop a Brand Style Guide

There are various facets that make up a brand, and ensuring consistency across all these facets is a scaring task. It becomes necessary to create a brand style guide that defines your brand elements to keep everyone involved informed. This guide will include your mission and all other information on brand elements that helps your team maintain consistency.

  1. Maintain Authentic Brand Personality 

If you ever fake anything that concerns your brand, your identity will show through the cracks. What you say, write or do is what your brand stands for. Your consumers crave authenticity, and you will in turn earn their loyalty and trust.

Brand consistency is necessary for any company that desires brand recognition. Let your brand assets and their stories guide your actions and you stand to gain recognition.

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