The Importance of Brand Consistency

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Experts agreed: on average, it takes consumers five to seven impressions to remember your brand. If that statistic shocks you, you’re not alone, and it’s one of the most compelling reasons that you need to consider how to develop consistency in your company’s branding.

Consistency in visual branding is essential to helping others remember your message. We live in an age of information inundation. Between social media, commercials, billboards, and advertisements, audiences are barraged with so much content that it can be difficult for them to remember it all. So, in order to leave a lasting and memorable impact on consumers, your brand has to stand out from all the others. If you can find a way to present your message with unity between its branding, promotion, and appearance, you will ultimately create a more powerful image in the mind of your target audience. The term for this effort is brand consistency.

Brand consistency isn’t difficult to achieve but it does require some thoughtful and intentional work. It entails aligning all messaging and logos so that they share similar tones, colors, and core brand ideas. In other words, all of your material, logos, and messaging should appear and sound closely related. According to MerlinOne, brand consistency evokes positive emotions, develops a perception of your brand, builds trust, and distinguishes your brand from others.

Having a recognizable logo or color scheme may seem trivial, but according to Demand Metric, consistently presented brands are three and a half times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation. This is because brands presented uniformly are more recognizable to customers, who are thus more likely to engage with your messaging or purchase your product because their familiarity with it. Familiarity can often create loyalty. That’s why consistency is not only aesthetically and practically beneficial, but it can also be economically profitable. Forbes even says that maintaining brand consistency across all platforms can increase business revenue by up to 23 percent. Your identity and values should be clearly discernable on all platforms.

The main idea of brand consistency is uniformity. The goal is not to confuse the consumer with conflicting messages or logos, or by providing too much information at once, but to demonstrate that your business or company is committed to the same values and messages, even if it performs different services. This is one of the simplest ways to grow your business and increase consumer recognition.

Masterpiece Marketing is pleased to partner with many brands across many industries. Our unique process of identity discovery is a fundamentally different way to build and maintain branding.


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