As a service, we often come across businesses which are unintentionally self-sabotaging their brand by executing their marketing strategy on the fly without giving too much thought to brand guidelines or overall consistency. It goes without saying: business owners are busy. Especially in the early stages, we’re forced to do everything and be everything to everyone. We are forced to make quick decisions on the fly, and that’s just the way it is.
If the first interaction with your client is on-point, but the second is sub-par, you won’t capture their hearts. Similarly, if you post six times per day for three weeks and then not at all for two months, you aren’t just providing a consistent experience. These everyday mistakes may seem harmless at first, but over time you will end up giving your audience the wrong impression of your brand.
The very best brands have proven that customers want to buy from brands they know and trust. Letting your customers get to know you will mean that they will identify with you and your objective. And when customers feel like they identify with you and can trust you, it’s a no-brainer that they’ll be more likely to buy from you.
A Consistent Brand Increases Customer Recognition
A new brand reaches epic amounts of fandom when it’s customers are able to recognise individual elements of the brand in the wild — a touch colour, a catchy tagline, or a token graphic on its own with the brand name nowhere to be seen. When you see someone carrying a white box, you don’t need to find the iconic apple logo emblazoned on it to know that someone has spent a small fortune on a new piece of technology designed in California by a man in a black turtleneck.
A Consistent Brand Influences Customer Perception
By keeping a tight leash on brand consistency and making conscious decisions about how your brand is represented, you will have more control in determining the way that your customer perceives you, feels about you and remembers your brand. Having brand consistency and continuity will eliminate any brand confusion or misleading thoughts, and will indicate to your customers that you know who you are and what you stand for.
A Consistent Brand Grows Trust
Let’s say you visit someone at the local coffee shop daily. On Monday they are dressed in a hot-shot tux and tie, Tuesday they are rocking a safari suit and Wednesday it’s an Arabian Nights costume. You might find it difficult, although somewhat entertaining, to find out exactly who they are and what they’re about. The same goes when you’re managing a business. If your brand is unpredictable, your audience will struggle to nail down who you are and what you are all about, leaving them confused and feeling like your brand can’t be trusted. And we all know by now, that trust is the bed-rock of modern branding.
A Consistent Brand is More Reliable
Back to the Apple example, why do we buy their products even though they’re the most expensive? Because they’re predictable and reliable: each time I enter their store, I am treated as a valued customer and I know that their products will work. And if they don’t work, I know I can walk back in to their store and they’ll fix my laptop. By offering your own people a dependable experience across all of your touchpoints, you are going to make consumers feel more comfortable with your brand and be more inclined to trust your goods and service with pre-conceived suggestions and expectations. Because let’s face it, no-one has ever said, “I wonder what this Coca-Cola will taste like?”
A Consistent Brand Increases Loyalty
Brand recognition is not only about getting your name out there, it’s about helping your viewers get to know your new as they would a fantastic friend. By being consistent across whatever you do, you remove any confusion about who you are or what you are all about. A consistent brand becomes an iconic brand, with clear positioning and a strong guarantee. If you’re constantly changing your brand message, the message itself never has the time to take hold in a customer’s mind. In the present super-saturated environment, however, even the smallest corner shop stocks at least 5 different brands of bottled water. A consistent and finely tuned brand message can allow you to stand out in a flooded marketplace. Your busy, multi-tasking audience will know precisely what to look for and anticipate when they’re flying through life in a continuous, crazy speed.