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Brand consistency is when a customer/client has a consistent experience through every interaction they have with your brand/business.
When they are on your social media, website, in your store, listening to your podcast, opening your email newsletter… etc they know what to expect and it is recognizable no matter the context in which it is seen. The same vibe carries through all of these experiences in your imagery, tone of voice, colors… etc.
3 Ways brand consistency benefits your business in ways that can increase your revenue
1. Brand consistency builds trust. Consistency = credibility
This isn’t just something that marketers are suggesting out of thin air. Our brains are hard-wired to look for consistency and patterns. It’s called context-dependent memory and it’s basically how we remember things more easily when we rely on the context of the memory. So when you’re showing up with a consistent visual brand message, you’re building awareness and strengthening that context, and making yourself more memorable.
"Using context-dependent memory to develop memory equity takes time.... Brand consistency helps put you back in context so people remember your brand quickly and easily. Stay genuinely and authentically yourself, and you’ll find that loyalty returned." -maestro.com
Presenting a consistent visual brand identity helps people remember you and know what to expect from you. Putting out a clear and consistent visual message through your branding will help accelerate your audience’s ability to get to know you and trust you. They are clear on who you are and what you’re about.
“Design is a business tool, not an art. It’s either helping you make money or it’s not”
-Taughnee, brand strategist & Designer, Endeavor creative
2. Brand consistency increases your brand value
Brand consistency does this by avoiding confusion and increasing clarity and familiarity around your brand. In 2021 Marq survey on the state of brand consistency amongst 200 companies reported that brand consistency “significantly increases revenue” Brands that presented themselves saw an average increase in revenue of 10 - over 20%. So it’s not just about the immeasurable building of trust, but it can equate to real dollars in your bank account.
People buy from brands that they connect with and feel are genuine and authentic. If your brand visuals are all over the place it’s hard to connect with you. The same survey also reported that brand consistency is an “integral” part of building relationships with current and future customers. - so brand consistency = customers which = money
And lastly
3. Brand consistency saves you time.
You’re no longer re-inventing how your visuals will look each and every time you or your VA/team creates content.
It will also enable you or your VA/team to flex their creative muscles. It may seem like having free creative reign to create visual content might be the best way to do things, but this can sometimes have a paralyzing effect. When we’re provided with the constraints of the brand visuals we must work with we’re able to focus more on the content itself vs how it will look.
2 Ways to be consistent with your branding
Have your “link in bio” page go to a page on your website. This is not only good for having a branded page, but it can also help you with SEO and ensures that you don’t have to rely on another platform to host your information.
Have brand guidelines for your branding… and actually follow them! “While 85% of organizations have brand guidelines, only30% are consistently enforced” (source)
Brand Audit Checklist
Ensure you are providing a consistent brand experience for your customers through your brand elements, both in print and digitally.
How to create a link in bio page on your website
How to create on-brand graphics & brand guidelines
free branding resources
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