Lindsey Komson

Nike. McDonalds. Apple.

What do these three major companies have in common?

Besides being billion, trillion-dollar companies, all three are prime examples of brand consistency. What’s brand consistency, you ask? According to Mailchimp, “brand consistency means ensuring that the way you present your company—and what it stands for—remains the same across all your marketing channels, unifying the image and message your customers and potential customers see.”

Mailchimp’s definition is spot on. Sure, it’s important for a brand to have a consistent voice and visual identity. But unifying the image and message, as Mailchimp puts it, creates a customer’s perception of the brand, allowing them to recognize it anywhere they go.

You knew all three brands I listed because they were, well, recognizable. That’s just one of the many benefits of implementing brand consistency across platforms. Let’s investigate the benefits:

1. Recognizability

When a brand positions itself consistently across all channels and platforms, it allows for ease of recognition by consumers. “Consistent branding helps reinforce your brand’s messaging and personality, creating a strong and recognizable brand identity that resonates with your audience and sets you apart from competitors,” according to UX Design Institute. “This also means users are much more likely to remember your content, which—in a world where users are bombarded with content every day—isn’t an easy feat.” For example, a brand like Bubly displays incredible brand consistency. I could spot a social post, ad, or other marketing material of theirs from a mile away.

2. Builds Consumer Trust

Brand consistency also increases the trust a customer has in a company. By employing regular visual elements and/or marketing materials, consumers will feel comfortable engaging with your company on multiple levels. As reported by Marcom Central, “studies show almost 65% of a company’s business comes from repeat customers, and 82% of companies agree that retention is cheaper than acquisition.” Building trust leads to lifelong customers, and brand consistency makes that happen.

3. Increases Business and Brand Authority

Piggybacking off consumer trust – “because individuals are more likely to buy from a brand they trust, it should come as no surprise that maintaining brand consistency is good for business,” according to Marcom Central. The outlet reports that on average, brand consistency increases company revenue by 23%. Personally, I know I’ll only buy certain products from brands I trust. Whether it’s something as simple as shampoo or as important as a laptop, I know the brands I use now will continue getting my money.

If those reasons weren’t enough to convince you, let’s talk about the risk of brand inconsistency. By putting out inconsistent content, consumers may feel confused as to what a company’s messaging is. By letting consumers wonder, it leads to weakened credibility, making a brand look unprofessional or disorganized.

So how does a company achieve brand consistency? Here are three surefire ways to keep a company’s brand consistent:

• Develop brand guidelines. Mailchimp describes brand guidelines as “‘rules’ for the elements of your brand and how to use them in your marketing.” Brand guidelines allow anyone in the company to create content that maintains the look and feel of a brand.
• Use an asset management platform. This makes sure that brand assets and guidelines are accessible to all members of the team.
• Continue to assess your company’s brand/content. Ask yourself or your employees questions like “When was our last audit?” or “Are team members using old materials?” UX Design Institute explains that branding is an ongoing process, and it must evolve with a user/consumer’s needs.

Developing a consistent brand might be a big task, but the benefits are immeasurable. By taking these insights into consideration, you will see your brand flourish for years to come.