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.

In Seth Godin’s article ‘The elegance of nothing’ he presents a splendid description of what a brand is.

 “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.”

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

Leaving your brand open to a variety of interpretations and customisations will only leave the consumer confused. It takes time and repetition for consumers to go from becoming aware of your brand to 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. You will get fatigued of your brand far quicker than a consumer will.

Creating mixed experiences each time a consumer interacts with your brand will only hinder your chances of making am impact in the market.

When you’ve taken the time to establish your brand position (in addition to your unique territory, brand personality, etc.) the delivery of the brand demands to match. To ensure this is precise, it requires the participation of everyone within the brand.

Consumers are much more likely to buy from you if they feel like they know you. Don’t get this confused with brand purpose. Offering an encounter that exceeds 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 offer the consumer.

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

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. Don’t sink into the over-hyped and inaccurate short term focus so many do.

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

Further Reading

Written by Nic Katsonis