How often have you heard the phrase, “Consistency is Key” when it comes to branding?
Why do people keep saying that? What’s the big deal anyway about brand consistency?
To begin with, brand consistency is all about delivering a message to your audience that is completely in line with the core values and the identity of your brand. It paves the way for brand recognition, but more than that, it builds trust and loyalty with your audience. Some key elements that are used to show consistency are using the same colors, speaking about your values in the standard tone, and presenting the logo of your brand the way you always have.
Most importantly, it’s about producing a consistent product and service that leads to excellent customer experience.
Take Coca-Cola, for instance. It is one of the most commonly cited examples when one talks about brand consistency. Why? It is not only a highly and widely recognized brand, but it always leaves its customers satisfied and happy. You can always expect a bottle of Coco-Cola to taste exactly the same it used to a few years back.
Here are a few reasons why consistency is a top, key player in branding.
It Builds Trust
First and foremost, it helps your audience and customers trust you because they know exactly what to expect. Trust is an extremely vital component when it comes to selling your product or service successfully. You don’t just want people to know about your brand; you also want them to keep buying your product or keep using your services because they know it will always be the same and up to par.
It Gives You An Edge Over Your Competitors
As a brand in a saturated market, you will always have to deal with serious competition, and your job is to beat your competitors and gain a great edge over them. One surefire way to do this is to maintain your brand’s consistency at all times. When people have to choose between similar or near-identical products that come from a variety of different brands, one thing that will definitely set your product apart is how consistent it has been in the long-run.
It Evokes Positive Emotions Among Your Customers
One reason why people keep going back to the same brand is that their products or services always satisfy them and are up to the customers’ expectations. For instance, there are so many pizza brands out there, but if you keep leaning towards a particular one, it’s because you are really happy with the product, and you know it won’t disappoint you.
Brand consistency ultimately results in customers associating happy and positive emotions with your brand. There’s no denying the fact that this can be quite challenging and it can take quite some time to reach such a level given the competition. However, with persistence and a lot of effort, you can get there and create your image in the market!
The ultimate goal of consistency in branding is brand differentiation, where your brand stands among the multitude of brands out there. You don’t just want to make customers; you want to strive towards customers for life!