The Importance of Brand Consistency

By Michael Tasner | Marketing Insights

Jul 14
Your company’s brand is important because it’s what people think of you. It’s the image, words, feeling, etc associated with your company. Very successful companies all have very distinct brands that are highly recognizable. An extremely effective brand is Apple. What words come to mind when you think of the Apple brand? Innovative, technologically advanced, clean, creative. I think it’s safe to say that Apple has put a lot of work into developing and maintaining a strong brand image that is consistent throughout the company.

Which brings me to the topic of this post. Brand consistency. I did not just do a post on branding itself, because keeping the brand consistent is just as important as developing the brand itself. Once you have established how you want your company to be perceived, you need to stick with that throughout all your marketing efforts. The more consistent the brand is across all customer touch points, then the more the brand will have a firm impression on people and will be more easily recognizable.

Being consistent across your brand does not mean you are limited in how creative you can get with your marketing! You can do anything you want across all mediums, as long as you keep your message consistent.

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(2) comments

Molly Walpola July 15, 2010

The other point about consistency is that it builds confidence in the brand. If a brand keeps changing its image, messaging, it gives the impression the brand is not sure of itself.
Consistency also maintains clarity because you are reinforcing the same message.

Consistency and clarity = confidence (trust)

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Aubrey Tuckerman January 24, 2011

There are some interesting points in time in this article but I don’t know if I see all of them center to heart. There may be some validity but I’ll take maintain opinion until I look into it further. Good article , thanks and we want more! Added to FeedBurner as properly

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