When it comes to branding, you should constantly be keeping tabs on whether or not you’re being consistent. Consistency goes hand in hand with reliability, and you definitely don’t want to come off as unreliable to your consumers...it could make or break your brand.
Your brand interacts with its audience in a variety of ways - physically, through its packaging, identifiers (Logo, colors, lettering, shape, etc.) and the actual product your brand promotes, socially through its customer service and social media presence, and emotionally through its identity and the qualities it has that sets it apart from the competition. The absolute must that should be (for lack of a better word) consistent across that entire spectrum? That’s right, you guessed it - consistency.
Consistency in the physical sense means staying true to your brand’s fundamental identifiers. Colors, fonts, symbols, layouts, spacing...they should all work together to create a distinct feel for your brand that should remain the same, even if minor changes are made to its iterations, or if it undergoes major changes through rebranding. Packaging and product can be updated to better accommodate a changing market over the years, as long as its look and feel remains consistent at its core. When you remain physically consistent, consumers will always be able to find your products, and will likely try out any new products you eventually bring to the market under your brand.
As for social consistency, you’ve got to set a standard and stick to it. If you pride yourself on having superior customer service, you have to put a tremendous deal of effort into making sure you always deliver on par with that standard. From instilling it into your company culture at the very base, to maintaining your brand’s reputation beyond the reaches of your offices, you have to have all of your bases covered, and never falter. Likewise, if you adopt a certain voice on your brand’s social media platforms, you had better make sure it’s a voice you won’t get sick of. Any deviation from the social media identity your brand has taken on can leave its audience with a sense of doubt. Social consistency will inevitably encourage your brand’s consumers to recommend your product to others.
Finally, emotional consistency is all about staying true to your brand identity; its message, values and experience. This includes the qualities that differentiate your brand from others. This is the part of your brand that connects with your customers on an emotional level, and being consistent with the identity you outlined from the very inception of your brand will keep the consumers you’ve already won over coming back. You owe it to your loyal customers to be consistent when it comes to the emotional connection your brand has already established with them.
With as much effort as you put into being consistent, you should expect the same from the agencies you employ. Here at 121, consistency is definitely a value we strive to uphold. Though we’re growing bigger by the day, and with that growth expanding the set of services we offer, we always stay true to our core values - top speed, superior customer service, and high quality. That’s why our clients remain loyal to us, and why we continue to expand our clientele while our good reputation precedes us.
So remember...keep consistency in mind with every decision you make regarding your brand, even when deciding on what agency to hire.
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Last Edited on May 25, 2018