The ability of a brand to withstand the test of time determines how successful such a brand would be. Many brands today find it difficult to maintain a spot in the markets (locally and internationally). Unlike Coca Cola who has been in existence for the past 128 years but still dominates the global market, it’s difficult for other brands to also dominate for a long time amidst their competitors.
In this article I want us to look at what brand consistency is and the benefits of brand consistency.
Definition of Brand Consistency
Brand consistency is the practice of always delivering messages aligned with the core brand values in the same tone, presenting the brand logo in a similar way, and repeating the same colors throughout your visual brand elements. Over time, these elements become ingrained in the minds of consumers, and they’re more likely to remember your brand. Brand consistency also ensures that your brand is easily recognizable across marketing channels and touch points.
It’s not just about the visual elements of a brand, though. Here are three critical areas where brands must be consistent to drive customer loyalty:
Customer Experience – Providing a consistent customer experience fosters trust and confidence in your brand.
Values – Back up your words with actions.
Brand Identity Elements – These are the visual brand components that make your brand recognizable and help you stand out from the competition.
Benefits of Brand Consistency
The most obvious benefit of brand consistency is brand recognition. Every business should strive to be immediately recognizable by their target audience. Not only does it help to build a strong association between your core messages and values and the visual elements of your brand, but it also sets your brand apart from the competition – a particularly valuable perk in highly competitive, saturated markets. Other benefits of brand consistency include:
Shaping brand perception
When you have brand consistency in your corner, shaping the perception of your brand in the minds of consumers is more easily achieved by introducing key messages alongside your consistent brand elements.
Evoking positive emotions
When you tie brand consistency to positive emotions (through carefully-crafted words and imagery), your audience will begin to associate those positive emotions with your brand. When done right, those emotions are eventually evoked with exposure to a stand-alone logo or your brand name, whether or not those positive emotion-evoking messages and images are present. That means mere exposure to your brand can make people feel happy, and happy people are more likely to buy (especially from a company they trust).
Building trust and loyalty
Speaking of trust, brand consistency leads to confidence among consumers that they’ll have a certain experience when they engage with your brand. One often-cited example is Coca-Cola, a beverage brand with worldwide recognition. No one ever wonders what a bottle of Coca-Cola will taste like, because brand consistency ensures that it’s always the same. Remember: brand consistency is as much about the customer experience as it is about the visuals.
Differentiating your brand
Brand consistency is a key factor in differentiation, as well. In a competitive landscape with a variety of near-identical offerings, brand consistency often means the difference between earning a customer’s business or losing them to the competition. Leverage brand consistency to communicate, again and again, what it is that differentiate your company from the rest.
Brand consistency is a must for any company that wants to build brand recognition and foster trust among their target audience, and that means that brand consistency is essential for every business. Without it, your target audience won’t recognize your brand, they won’t associate your brand with feel-good messages and positive emotions, and they won’t have confidence that they’ll have a consistent experience if they choose to engage with your brand.
Coca Cola has demonstrated the best brand consistency which ranked it the world’s most recognized brand over the decades which I think is worth emulating for every brand that want to dominate.
For this reason I wish to allude to the quote below as a mission statement upon which Coca-Cola is operating.
“It is our mission at Coca-Cola to refresh and completely satisfy the world. We will give and provide supreme quality for an affordable price. We will be consistent in and true in what we do well. It is our mission to fill hearts with joy and happiness to make a difference across the globe. We will work to our potential and always seek out the best in everything we do.”
You can see that Coca-Cola is consistently maintaining the quality of its products over the years.
Consistency is Key.