Importance of Brand Consistency

By Brian Howard
A.K.A. The Comic Relief

In the world of marketing, you hear it all the time: “Brand Consistency.” In fact, within marketing and advertising fields especially, it gets to the point where hearing those words is the most consistent aspect of your job; and when it’s not being said, it’s being thought about. There’s a good reason for that though, and understanding just why it’s so common can be an incredibly helpful tool for a small business that’s trying to grow their market and their brand.

Firstly, let’s cover what brand consistency refers to. Everything… No joke. Big brands have carefully constructed their image so that all parts of their business operate under the same philosophy, speak in the same tone, and look like a single identity across all mediums. This can be seen in their graphics, colour usage, and layouts. It can be seen in the copy writing, scripting, everything down to grammar devices. It’s far too vast to contain all elements in a single paragraph or even blog post, but all you really need to know is that a brand is an identity. Imagine it like it’s a real breathing person, and then try to portray that personality across all works using each element.

Importance of Brand Consistency

So why is it important? Well, for the same reason that being consistent with your morals and behavioural tendencies is important in your social life. People, over time and exposure to you, get to learn who you are and what you are about. This helps them identify with you and gain trust in you. Brands take on a similar persona as well. If your brand is inconsistent, it can be seen as a warning sign for disorganization and a lack of self-understanding. Building trust will not be easy for an inconsistent brand. A brand that lacks a clear identity is a little bit like having a friend that one day loves sports and hamburgers, and the next day prefers action movies and garden salads. Neither are bad traits to have, but being one individual that rapidly changes from day to day is off-putting to others. After all, if they can change their mind that quickly about burgers, they could likely change their mind about you. This sort of feeling is not what you want your business image to look like if you want to grow.

When it comes down to it, there’s a whole lot of thought and planning that goes into building a consistently strong brand. It takes years of experience, education, and hundreds of hours of thought to do so. Most times a marketing department or agency is the best way to make sure this happens. At TDG Marketing, we are fierce protectors of our clients’ brands! Book your free 1 hour consultation HERE

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