3 Reasons why brand consistency is essential for your business. 

1. Increase Trust

Customers need a consistent experience with your brand to build a relationship. Customers know what they can expect from you, what you’re about, and that it will be the same every time. For example if your social media voice is whimsical and fun but your website is factual and sterile, you’re sending mixed signals that will confuse consumers, leaving them feeling like they can’t trust you.

2. Improves Recognition and Awareness

Consistency plays a massive role in building awareness and recognition for your business. Every time a consumer sees your logo, graph elements, or even typography it gets registered in their memory. The stronger the memory - and therefore connection to a brand, the more likely they are to buy from that brand. The brand creates a familiarity with the consumer that they’re top of mind when the need arises.

3. Builds Authority

We all aim to be the best in our industry. Your brand exudes authority. When consumers are familiar with you and what your brand story is, it gives you the opportunity to develop and tell the story in a powerful way. For example we all know Chipotle is the authority on guacamole (who cares if it costs extra!)

Ultimately branding has a great emotional impact on consumers purchasing decisions and is often the reason why people decide to buy something. To maintain brand consistency, have someone in the team in charge of managing the brand, have a set guide of brand guidelines. If you need any help with creating clear brand guidelines or making your current advertising consistent get in touch.