Brand consistency is an important principle in building your brand. It follows closely on the heels of brand differentiation. Your customers give you credit for their ability to recognize your brand through regular and consistent messaging or pattern of expression. To them brand consistency means, to a large extent, brand authenticity. This is the space you really want to operate in.
Once you have defined your brand strategy and identity, awareness becomes a next necessary intention and line of action for the visibility and patronage of the brand. You want to invest enough to position the brand in the top compartment of the prospect’s mind. This is top-of-mind awareness (TOMA). It is an important concept in marketing communication and consumer behaviour; and is used to measure the strength of a brand in a given market.
How do you get your product to be in the top consideration set of its category? How do you get your brand to be the most remembered? It is through the consistency of your brand’s pattern of expression or simply, your messaging style. These are expressed in your brand name, design, logo, colours, sound, tone of voice, language (speech), words, look and feel, fonts and other attributes of your brand that come to mind. Brands that have the highest top-of-mind recall are usually less expensive to advertise. The more consistent and regular your messaging, the more consistent your branding.
If you make alterations or subtle changes to the image or messaging of your brand, you break down important links and associations, and your brand is at risk of being forgettable or even lost. You want to communicate your messaging in a consistent pattern, to keep your customer’s mind stayed on your brand, rather than wandering away till they get a substitute.
Building a brand is a lot of effort and it is long-term, that is why it begins its life with a clear definition of its core values and strategy. Your messaging and pattern of expression must consistently reflect the strategy, core values and promise of the brand. Commitment to consistency can be supported by the notion that the typical consumer requires at least seventeenimpressions of a brand before considering a purchase. Brand managers therefore must subscribe to the theory that it is critical for the brand impressions to be consistent and clear. The risk is that the brand will require more communication investment because prospective consumers may confuse association.
Now, this is something to think about…
Brand building cannot be executed with the exclusion of your employees and associates. As I have stressed in previous blogs, they play a vital role in delivering on your brand promise. Their understanding of the brand and adoption of corporate culture go a long way in building a successful brand. Thus, brand guidelines and compliance are important and necessary for your branding. Each day, your brand is interacted with many times. These interactions give insight into whether the brand is competitively differentiated, highly relevant, and appropriately consistent. If properly assessed and acted upon, brand owners and managers can continuously ensure growth of the brand for competitive advantage.
This said, I trust you agree that Brand Building is no child’s play, it takes marketing research, insight, and strategy. This is why Brand Growth Catalyst exists – your strategic and creative partners, that will drive evolution and innovation in your Brand.
Think different. Be Consistent.