Why is brand consistency so important?

A brand is more than a fancy logo, typeface and colour palette. It can encapsulate an entire customer experience and has an impact on the way you feel; even how you act.

Establishing a strong brand is no easy feat and that’s why few do it well.

Put simply in Seth Godin’s article ‘The elegance of nothing’; “If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have no idea whatsoever what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.”

Although, Nike’s brand image didn’t develop overnight. It came from years of cultivating a brand voice that resonated with its consumers and a brand experience that matched. When it comes to creating a brand that your consumers can identify with, consistency is key.

Leaving your brand open to a variety of interpretations and customisations will only leave the consumer confused. After all, it takes time and repetition for consumers to go from becoming aware of your brand to actually remembering you and giving you thought in their purchase decisions. On average, a consumer will consider a brand in a purchase decision after being exposed to that particular brand seven times.

Creating mixed experiences for each of these occurrences will only hinder your chances of making the conversion.

Once you’ve taken the time to establish your brand position, your unique territory, brand personality and everything else that is involved in creating a memorable brand, the delivery of the brand experience needs to match. This requires the participation of everyone within the brand.

Consumers are much more likely to buy from you if they feel like they know you. Offering an experience that transcends the typical ‘selling’ process will give you an advantage. All too often we see brands pushing a sales first mentality, without considering what they can actually offer the consumer.

In increasingly saturated markets, this only gets you so far.

How does Nike stand out? They inspire the everyday person to lace up a pair of their shoes and go for a run. Bottom line? Don’t tell the consumer to buy your product. Show them why they need to.

The journey from brand awareness to resonance can be a long one. Over the next few articles, we’ll provide some tips and hints on how you can develop a strong brand.

If you need a hand establishing your brand, drop us a line at hello@haarper.co.

Further Reading

Written by Nick Katsonis