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Brand Consistency is King

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In today’s intense brand competition brands with shrinking research development and marketing communication budgets run the risk of becoming technologically disadvantaged. Most of the brands which are not well in maintaining brand consistency fall into this destitute.

On the other hand the success formula for many brands to be consistent with their brand strategy. From the name to the logo, from the product to the messaging, everyone knows Coca-Cola. It has been said that “Coca-Cola” is one of the most widely recognised terms worldwide, eclipsed only by the word “okay.”

Interestingly, their logo has remained largely unchanged since the 1900s. The script font and classic red are recognisable all over the world, even when displayed in different languages. Even with a massive ad budget, the sheer scale of this branding phenomenon would be unsustainable without an unwavering commitment to consistency.

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For Coca-Cola maintaining “brand consistency” is a strategic commitment that is in many ways just as vital to their success as their secret formula. In fact, exporting their messaging is so important to Coke that they spend more on branding annually than Apple and Microsoft combined – all so we, the consumers, will prefer their brand. This consistency extends across every medium, every advertisement, every package, every bottle, every aluminium can.

In 2010, Coca-Cola spent $2.9 billion on advertising. By 2013, with a budget of $3.3 billion, their CEO began laying plans to increase that amount to $4.3 billion by 2016.

It is common saying in the brand world that the difference between the good brand and a great brand is “CONSISTENCY”! It is necessary for companies to manage brand equity with consistency by making numerous tactical shifts and changes in order to maintain the strategic thrust and direction of the brand. But there is no guarantee that tactical shifts could keep the brand aligned with the change in the most effective tactics for a particular brand at any one time varies.

As the case of Coca-Cola the strategic positioning of the brand has been kept uniform over time by the retention of key elements of the marketing programme and the preservation of the brand meaning.

But it is also necessary for companies to understand that fine-tuning the supporting marketing programme for their brands is the continuous process. Companies should make changes in their brand consistency strategy only when it’s clear the marketing programme and tactics are no longer making the desired contributions to maintaining or strengthening brand market share and brand equity.

It is brand custodians’ to understand for brands whose core associations are primarily product-related performance attributes or benefits, innovation in product design, manufacturing, and merchandising is especially critical to maintaining or enhancing brand equity.

Brand innovation is the winning strategy for companies in diverse categories and is critical to success but modification must be such that it could not get in the way to the brand image. “Product innovations are critical for performance-based brands whose sources of equity reside primarily in product-related associations. But it is important not to change products too much, especially if the brand meaning for consumers is wrapped up in the product design or makeup.”

It is important to understand that for brands whose core associations are primarily non-product-related attributes and symbolic or experiential benefits, relevance in user and usage imagery is especially critical. “Ill-conceived or too-frequent repositioning can blur the image of a brand and confuse or even alienate consumers. Brand images can be extremely sticky, and once strong associations have formed, they may be difficult to change.”

 

 

34 Comments

  • Uzair Ejaz

    Yes, the associations due to consistency of the brand image are so strong that not even the management can comprehend its power and hold over the consumer.

  • Uzair Ejaz

    Consumers want to buy known brands. Dealing with consumers in consistent way and letting them know you and your organisation is the key. When they know you, they will relate with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you. Brand consistency takes you to the next level in marketing. You are no longer convincing consumers to stop into your store or buy your product. Your brand is so consistent and identical with your product experience that when a consumer sees your signature brand logo they are already thinking about making their next purchase from you without you even having to ask. When you are getting to know a person, you start to develop opinions, ideas and assumptions about them based on your interactions. If they are dressed in a business suit one day, Kurta the next and then a T-Shirt another time, it may be hard to find out exactly who they are and what they are all about. Now imagine this same person is someone you are considering doing business with. Would you not be concerned about their consistency in their work based on their odd/inconsistent appearance? You may think twice before indulging with them because they are unpredictable. Consumers can feel the same about a brand if you are not careful. If your media campaign is very glittery and packaging is all dull and plain, then it will send mixed signals that will confuse consumers and leave them feeling like your brand can’t be trusted. purchasing is more an emotional decision than a practical one.

  • Nida Qayyum

    As Aristotle says “We are what we repeatedly do. Excellence, then, is not an act but a habit.” A person is recognized and creates impressions on other’s minds when he/she is observed more than once while giving the same behavior. A brand is just like a personality that is recognized at first with its attributes and quality and creates willingness to buy. If a brand keeps persistent in positioning itself, it creates perceptions into customer minds that is often called as brand image. But as a wise person says “If you are persistent, you will get it but if you are consistent, you will keep it”. Consistency can keep a brand’s image into target market memories, for a long time and this consistency brings long term associations of customers with the product. Like Nestle has a brand image of superior quality and reliability so if a new product is launched into market under Nestle brand, it is presummed to be of best quality.

    However, consistency should not be confused with repetition and monotony. It’s the brand image that is kept alive with consistency and creates brand equity so, it is also important to put efforts in bringing innovation or modification in brand by staying within the boundary of your brand image. Like if color is your brand association for customers, you can never dare to change it as all of a sudden it will kill the brand association in hearts and minds of customers. Hence, it is a tactical game of energizing the brand strategically.

  • Nida Qayyum

    As Aristotle says “We are what we repeatedly do. Excellence, then, is not an act but a habit.” A person is recognized and creates impressions on other’s minds when he/she is observed more than once while giving the same behavior. A brand is just like a personality that is recognized at first with its attributes and quality and creates willingness to buy. If a brand keeps persistent in positioning itself, it creates perceptions into customer minds that is often called as brand image. But as a wise person says “If you are persistent, you will get it but if you are consistent, you will keep it”. Consistency can keep a brand’s image into target market memories, for a long time and this consistency brings long term associations of customers with the product. Like Nestle has a brand image of superior quality and reliability so if a new product is launched into market under Nestle brand, it is presumed to be of best quality.

    However, consistency should not be confused with repetition and monotony. It’s the brand image that is kept alive with consistency and creates brand equity so, it is also important to put efforts in bringing innovation or modification in brand by staying within the boundary of your brand image. Like if color is your brand association for customers, you can never dare to change it as all of a sudden it will kill the brand association in hearts and minds of customers. Hence, it is a tactical game of energizing the brand strategically.

  • Sahifa

    Brand consistency is the most vital ingredient in the success formula. With enough repetition, people encode the brands identity in their brains. if one messes with the overall look and feel of the brand, the linkages and associations people have with the brand are likely to break down. consistent branding delivers a specific set of impression to its customers. consistency is built upon the previous success of the brands and lead to development of brand equity.

    • Sahifa

      Using consistency to build a brand provides business with creditability and recognition. Gaining brand recognition moves the brand to the next level – trust and loyalty with the customers.Without brand consistency, customers will lose sight of the message the brand is trying to portray. another great example of brand consistency is Nike. Since Nike’s inception in 1971, their brand and core message has never changed. The only change they have made through the years is how they market their message.this brand consistency has gained them great brand recognition and trust with millions of customers.

  • Abdullah Ghayyoor

    Consistency itself is also a brand promise one is always delivering on. A way of making your message clear and consistent. It is also part of the identity, so has to be clear what the brand is all about. It is also of extreme importance as a brand health-check. We know that branding is one of the most important aspects in establishing a business. Once a company has established a brand personality then staying consistent and true to that personality is an integral part.
    The brand consists of specific traits like personality, voice, attitude and your message. When these traits are established, consistency and repetition is what eventually sears these traits in the minds of consumers. They recognize and trust your brand. That’s why, when you thought of working with a promotional marketing company, you want to select one that worships your brand as a king. Consistency is the key to branding a business of any kind.
    A brand is developed on a business’s core values. Customers and prospects will identify with core values and ultimately appreciate consistency in the services that you provide, the products that you make, or simply the unique experiences that you offer to them. we can achieve consistency by looking at the message hierarchy in marketing materials. Message should be like this; First there should be Proper USP with other client benefits and then information that’s good to know like technical details. It is really important to check the quality and hierarchy of selling messages on a regular basis as a rule of thumb. This is very good practice whether you run an established business or starting one from scratch.

  • Salman Asif

    Brand Consistency doesn’t mean that you have to have the same exact images or necessary that every image has to look the same but they should fit into some sort of broad formula that we stick to. Your brand is comprised of your personality, voice, tone or attitude and your message. In essence branding is the process of establishing these specific traits. When you have established these traits, consistency and repetition is what eventually sears these traits into the minds of your customers. They come to know and trust your brand. This is why, when working with a promotional marketing company, you want to select one that worships your brand as king. It’s incredibly important because consistency in itself is also a brand promise you are always delivering on – it’s also part of the identity, so it has to be clear what the brand is all about.
    Creating the brand consistency is the first step and it’s not going to happen overnight. You need to experiment with different filters or types of images or perhaps kinds of compositions and see how your followers respond to them. After a while trends will start to reveal themselves and you’ll gain an understanding of what your audience wants to see and hear from you.

  • Muhammad Ali Sheikh

    Brand consistency is the key to success for any brand. The primary goal of any brand should be the perfect mix of marketing along with the consistency to seep through the market of tough competitors and make it’s way directly to the customer’s heart. Brand consistency not only builds the level of trust, likeliness, brand loyalty, etc. but also increase the likelihood of buying the product again and again, building solid brand image, satisfying the customer desires and help the customer to differentiate one brand from the other. Walmart is the best example, they are consistent in the market by giving the everyday lowest prices to their ideal customers, where as Maggi noodles has failed to perform here in Pakistan despite of relaunching four to five times, nothing has helped them better and that is because of their inconsistency with the tag line, they launched too many unnecessary flavours, which made confusion among the consumers. Following the lack of effective marketing communication. This shows the brand should be consistent with the quality and every other attributes which are necessary for building the perfect brand image.

  • Ahmed Mateen

    In continuation with the author’s view I would like to add a few points. When it comes to your marketing strategy, brand consistency is vital. In the hustle and bustle of everyday business life, many marketers and business owners try to market on-the-go, without paying attention to branding guidelines and consistency. Keeping brand consistency is extremely important, especially now that there are various communication channels in which you can engage with buyers. Poor brand consistency can confuse, or worse, turn away potential buyers.
    Therefore, ensure that your brand message stays consistent across channels. First and foremost, your brand is who you are, and its unique characteristics are what set your business apart from the competition. If you have inconsistent messaging and branding, it can be hard for prospects to differentiate you from another brand—especially in a highly competitive market where it’s difficult to distinguish one brand from another. Second, having brand consistency is important because it reinforces your identity. When your audience sees and hears your brand message, they know what to expect from your brand and they will begin to trust your business.
    To ensure consistency it’s important to have a strong value proposition or a statement that clearly explains the kind of value you can deliver customers. This statement will help guide internal decision making and be used as a basis for developing marketing and sales messages. What’s more, it will also indicate to buyers what they can expect from you. Every department must be on the same page when it comes to brand messaging.

  • Khuram Manzoor Anwar

    Well, it is true and without consistency we can’t have a brand. No matter what brand is, always be consistent in how you market it. So when marketing a brand, the goal should be to have people get to that point where they can’t live without your brand and you want them to ingest all the aspects of that brand, service or product. People willingly, no matter what, must rely on you for the best that brand have to offer them. I have to be consistent with every interaction of brand if I am ever going to have people feel that way about brand. The quality should be consistently very high along with communications to be on target every time. If we look in the market, with experience it is proven that customer buy from those brands that they trust and trust comes from behaving consistently. I mean to say it’s by doing and saying things that are useful and helpful to customers and those things that were said last year or in previous years. It means hierarchy of messages in marketing materials is of very critical importance as in the above example of COCA COLA had been doing in previous years and doing in the present. Communicating the most important things that will influence a buying pattern or decision, is part of consistency and this how you can achieve it. This message hierarchy can contain USP (Unique Selling Point) and this is what exactly should be communicated in a way that should be remembered. USP of brand must be supported with other information of benefits like service and quality standards.

  • MUHAMMAD AMIN ASGHAR

    Brand Consistency is undoubtedly a King it raises confidence in the business. Consistent branding not only commands authority, it builds trust and familiarity between you and your customers. People flock to the businesses they recognize the most because they’re reassured by that company’s legitimacy in their field. when consumers feel like they know you and can trust you, they will be more likely to purchase from you. Brand consistency takes you to the next level in marketing. And also consistency in branding develops and solidifies your message. In the same vein, consistent branding conveys your goods or services, your core business values, and it communicates a message that strongly impacts the way consumers perceive your business. The brand consistency also promotes customer loyalty. New and returning customers are heavily influenced by the stability associated with a solid reputation that’s been perpetuated by consistent branding. People know exactly who you are and they stand behind your company. They recommend its products or services to others and they’ll return to your company because its presence is thoroughly established and dependable. The quality should be consistently very high along with communications to be on target every time. If we look in the market, with experience it is proven that customer buy from those brands that they trust and trust comes from behaving consistently. However to ensure that your branding remains consistent, all of your marketing materials should feature the same logo, slogans, fonts, and general color scheme.

  • Ali Raza

    In today’s world the research and development is the important part for a brand to compete with competitors and without proper R&D and marketing communication budgets, it can be a disadvantage for a brand. While on other side the successful formula for a brand can be a consistent brand strategy because consumers want to buy known brands. From the name to the logo, everything matters when we talk about the brand for example if we talk about big brands like “Coca Cola” that is recognized worldwide, its logo remained unchanged since 1900 to keep the brand image and awareness consistent. The brand consistency is so important for strategy that coca cola spends more that Apple and Microsoft annually combined on every medium, every advertisement, every package, every bottle, and every aluminum can. In 2010, Coca-Cola spent $2.9 billion on advertising. By 2013, with a budget of $3.3 billion, their CEO began laying plans to increase that amount to $4.3 billion by 2016. The only difference between good brand and great brand is the consistency and leads to strong brand equity. In case of the coca cola the brand positioning remained constant to preserve same image. Companies should make changes in their brand consistency strategy only when it’s clear the marketing program and tactics are no longer making the desired contributions to maintaining or strengthening brand market share and brand equity. Brand innovation is the winning strategy for companies in diverse categories and is critical to success but modification must be such that it could not get in the way to the brand image.

  • Ahmed Samiullah Babar

    Brand Consistency should be managed across the board. Keeping your brand consistent, means you must uniformly brand yourself to your current prospects and existing customers. Brand inconsistency can have a significant impact your brand recognition. It’s not just about logos and colors. You need to get your core marketing messages aligned and compatible first. few simple techniques to keep a brand consistent could be; Use of imagery, Standardization of colors and designs as the author explains about coke in the article, repetition of your core message like”Jahan Mamta Wahan Dalda”across every medium, uniformity in your typography and styling and last but not the least knowing your target audience. The message should be coherent so that every aspect of IMC combined together could have a synergistic impact to achieve the desired outcome by the marketer or the brand strategist. Interacting with consumers through a consistent brand voice and aesthetic is major steps towards letting consumers get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you and more likely to recommend you to their peer. So many marketers say that if they could just get consumers to try their product they know they would like it and would want to buy from them again. Well, putting a consistent brand message in front of consumers is one strong step in the right direction to attracting new customers.

  • Muhammad Saad

    Brand association means where the brand sits in consumers’ minds. In essence, the strength of a brand is directly related to the synapses in consumer’s brains that are dedicated to it. New brands don’t have any association in the mind of the consumer to build up and need to associate with basic needs and emotions. Well-known brands already have brain pathways dedicated to them and can strengthen those memories by referring to previous brand experiences. Most brands are somewhere in between and need to relate to cultural memes. For example, Harwood-Mathews create cultural experiences of their own. In each case, building new synapses, as well as strengthening ones that already exist, is what building a brand is all about. However, we only take into account information that we are aware of and that’s where associations and synapses come in. They’re shortcuts that pull information into our working memory so that we can use it to make judgments. It is by building associations that we build a greater share of synapse and through reinforcement that we keep them top of mind. Rational acts depend on emotional memories. Some brands are ingrained enough in consumer’s minds that they can actually refer back to consumers own experiences. This is an approach reserved for the few brands that have built up wealth of synapses that can be built. Similar to cultural memes, these associations mean nothing to the uninitiated. The brand must have the value proposition of the brand in the mind of the consumer so that the buyer should get the attention of the product.

  • Mubeen Ahmad

    A good brand is built over time and requires strategy and consistent implementation. Everything that influences the public’s impression of your business becomes a part of that identity so it is vital that your brand remains both consistent and easily recognizable. Many companies underestimate the importance of brand consistency and how it impacts their global success. Brand consistence is important because it help build confidence in your business. Consistent branding not only commands authority, it builds trust and familiarity between you and your customers. People go to the businesses they recognize the most because they’re reassured by that company’s brand reputation. It helps develops your message, consistent branding conveys your goods or services, your core business values, and it communicates a message that strongly impacts the way consumers perceive your business. People know exactly who you are and they stand behind your company. They recommend your products or services to others and they’ll return to your company. To ensure that your branding remains consistent, all of your marketing materials should feature the same logo, slogans, fonts, and general color scheme. It is important to coordinate every facet of your marketing campaign so your visual identity is easily recognizable through every communication with the public. For Coca-Cola maintaining “brand consistency” is a strategic commitment that is in many ways just as vital to their success as their secret formula. In fact, exporting their messaging is so important to Coke that they spend more on branding annually than Apple and Microsoft combined – all so we, the consumers, will prefer their brand. This consistency extends across every medium, every advertisement, every package, every bottle, every aluminum can.

  • Sarmad Amin

    Brand consistency means that all its elements such as the logo, its slogan, packaging and jingle communicate a single language to customer. And this language is the language of the brand itself such that it becomes brand recognition. Therefore it needs to be understood that how important is consistency in brand communication. If there is consistency then each of brand elements gives consumer a vivid picture of brand leaving no doubts. This also has a lasting impact on the minds of consumer which they can recall with little or no efforts at all. However if the element of consistency is missing then the brand image blurs in consumers mind and they start assuming and making self-perceptions what the brand might want to communicate. This results in a weak communication. Brand image is created through brand communication so it is important that your strategy moves in a single direction and it depicts uniformity with each element resulting in synergizing its impact to achieve the desired outcome that is a clear brand image and a well understood message.

  • ayesha mohsin

    In the present era where brands compete with each other to gain customer loyalties it has become very important for the companies to spend on their market research and invest in marketing communication to re remembered by the consumers.Making the right image and what a company actually is really important for the brand.It needs to carry on with the same image as it was introduced. consumer with time develops association and trust in brand and expects to get the same kind of experience it has previously witnessed.Companies can further make changes in their brand to compete in the competition like more promotional campaigns, adding products to increase customer base and more segments as catering the same brand without changes and other activities will make the brand boring and fade out of the consumer’s memory. but carrying on the legacy of their brand.Brand consistent also increases brand loyalty and makes your brand stand out of its competitors.Consistent branding is very important to gain customer loyalty trying to change the image will result in decreased loyalties and will effect the company equity. example when Walmart offered low prices ck garments , the company ordered Walmart to immediately remove the low priced garments from their shelves as their brand is known for high quality and high priced products. Brand consistency is actually a investment for the company that will help the consumers to gauge the real meaning of the product removes confusion, and always makes the consumer confident about their purchase and eventually making association with the brand.

  • Omer Iqbal

    Yes. Brand inconsistency can have a significant impact your brand recognition. Consumers want to buy from brands they know. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as a company. When they know you, they will be more likely to purchase from you. I’ve heard so many people say if they could just get consumers to try their product they know they would like it and would want to buy from them again. It is important to coordinate every facet of your marketing campaign so your visual identity is easily recognisable through every communication with your consumers. Well, putting a consistent brand message in front of consumers is one strong step in the right direction to attracting new customers. Without brand consistency, customers will deviate from the message you are trying to portray and will also lose their top of mind.

  • Mohsin

    Brand success depends on recall factor and one of the main purposes of marketing is to increase this factor. This is only possible with consistancy in every aspect of the brand: May it be brand name, colors used, packaging, advertisement or anything related with the brand. Increased recall factor will increase sales and repeat purchases.

    At the same time, everyone knows that only change is constant! Change or die.

    So it is very important to find a balance between change and consistancy in a way that customers do not get bore of same thing for a long time, and change is not so much that it wipes all the recall factor gained

  • Muhammad Adnan Khan

    Brand consistency is truly an important element in any brand’s success and it actually paves the way to creativity with impact. It helps making the good brand a great one. Consistency in the brand allows the marketers to build a strong brand perception by defining brand personality and conveying the outlook and attitude of brand. Apart from Coca Cola example, BMW, Nike and Google are good examples as well. When any brand is consistent any piece of advertisement reinforces unique value and helps people in remembering and recalling them. Each brand needs a proper direction, development and management and consistency in each of them is crucial for ultimate success. As far as innovation in brand is concerned, so consistency doesn’t conflict with innovation. In fact it pushes the innovation if it is done properly and through effective mediums. The thing to be kept in mind while keeping both of these things i.e consistency and innovation is the point of parity. Point of differentiation may have innovation element but if the point of parity is changed then brand itself will get deviated from the actual path or objective. Walt Disney’s example is another good example in brand consistency. We all are well aware of this brand and have emotional value attached with this brand because of those recognizable characters. This popularity didn’t happen overnight, the reason behind this popularity is their consistency in direction and message. It does take a lot of time but the result is very fruitful. In a nutshell brand’s consistency is actually brand’s identity which provides the reason for customers to remember or recognize it.

  • Azeem Bari

    If we just believe that consumers will buy from a brand that they know, its just a half side of the story. Consumers today want to believe in a brand as an organization and that can be done only when consistent interactions are made with them. In Branding the most major thing according to my opinion is to make consumer hear your consistent brand voice and aesthetics. In this way if consumer is knowing your brand, then they can also identify your brand among others and also recognize your purpose. Today in Pakistani market, many brands are doing their marketing but what there is that takes your market at a higher level is only Brand consistency, because if your brand is consistent, you even don’t show the logo or any such information to your consumer, but they will identify you easily. If we think Brand as a person, when a person starts to knowing any other one, that person always develops opinions and ideas, may be assumptions also depending upon the interactions. Now Imagine if we are meeting that person regularly and that person has some traits that never change and tend out to be positive also, or the clothing done by that person is also in same pattern, then I think we can recognize such person easily even in the crowd, and same is the situation with the Brand also. It must be recognized by the Brand Managers that purchasing is always an emotional decision rather than any practical one. If the Brand is able to convey right emotions to the consumer, they will buy your brand and if consistency is kept, then it develops trust which is long lasting in the mind of consumer.

  • Ayesha

    Actually Consumers want to buy from brands they know. Interacting with consumers through a consistent brand voice is a major step towards letting consumers get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you. Brand consistency takes you to the next level in marketing. You’re no longer convincing consumers to stop into your store or buy your product. Your brand is so consistent, so synonymous with your product experience that when a consumer sees your signature brand logo they are already thinking about making their next purchase from you without you even having to ask. Secondly, Consistency Makes Your Brand Feel More Dependable. When you’re getting to know a person, you start to develop opinions, ideas and assumptions about them based on your interactions. And lastly, Consumer trust the brand they know. Brand recognition is not just about getting your name out there. It’s about helping consumers get to know your brand on a personal level.

  • FAIQ HAMAYUN

    There are some typo error in the blog which are highlighted as below:
    The 6th paragraph starts with It is “coming”where as it should be “common”.
    The 8th paragraph has written “continues” which should be replaced by “continuous”
    About the blog it is very interesting to know that now a days firms operating at large scale have no marketing department at all.Either they outsource or they are least interested and believe that its non profitable cash cow.After reading the blog it clear that marketing is one of the most important department which can even sell an outdated product in the inventory.Knowing the importance of marketing communication a firm should establish a department , forecast and set assign a significant amount of budget for it. It help brands maintain brand consistency in every element and build brand equity with time.A good example quoted in the blog is of coca cola whose brand elements have stayed the same and has been consistent through out different times.Pepsi is also making up to it but still lags in creativity and consistency.Coke has have considerable amount of market share this strategy spending Billions of dollars annually in effective advertisement and promotion. Coca cola has also introduced “coke studio” in many part of the world just to revoke retro music and give it a modern touch. With the help of music the coke has added value to the brand and remain consistently successful.Any brand can learn from what coca cola has been doing in the preset era i.e continuous support by different marketing programme. For companies like 3M , Brand innovation is key to success due to product diversification however to be consistent in brand elements is most important of all. Brand image is build on brand elements that should not be changed once they have been finalized.

  • Rohma Shah

    Consumers are inclined towards the brands they know and purchase frequently. Interacting with consumers through a continuous brand voice and aesthetic is a major step towards letting consumers get to know you as a company. Many companies underestimate the importance of brand consistency and how it impacts their global success. Brand consistency is vital for a lot many reasons, some of which are discussed in the next paragraph.
    Firstly, it gains confidence in your business. Consistent branding not only commands authority, it builds trust and familiarity between you and your customers. People stick to brands they recognize the most because they’re sure of that company’s legitimacy in their field.
    Secondly, it develops and strengthens your message. In the same pattern, consistent branding conveys your goods or services, your core business values, and it communicates a message that strongly impacts the way consumers perceive your business.
    Lastly, it promotes customer loyalty. New and retained customers are quite influenced by the stability associated with a solid reputation that’s been enhanced by consistent branding. People know exactly who you are and they stand with your company. They recommend its products or services to others and they’ll return to your company because its presence is thoroughly established and dependable.
    Summing up, for consistency, it is important to coordinate every side of your marketing campaign so your visual identity is easily recognizable through every communication.

  • Muneeba Sattar

    Research and development is the most important element for any brand to succeed. The best example as mentioned in this article is of Coca Cola. With its immense advertisement and brand consistency; the company has been able to mark its presence in various geographical regions across the globe.
    Consumers want to buy from brands they know and identify with. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards building client and company relationship. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you.You’re no longer convincing consumers to stop into your store or buy your product. Your brand is so consistent, so synonymous with your product experience that when a consumer sees your signature brand logo they are already thinking about making their next purchase from you without you even having to ask.
    Brand recognition is not just about getting your name out there. It’s about helping consumers get to know your brand on a personal level. I’ve heard so many people say if they could just get consumers to try their product they know they would like it and would want to buy from them again. Well, putting a consistent brand message in front of consumers is one strong step in the right direction to attracting new customers.

  • Umair Ubaid

    It can’t be said enough: Usually brand develops over time. Most businesses tend to make a promotional item when they need it, just in time, instead of just in case. It is understandable. There’s nothing wrong with developing promotional material just in time, as long as you have the proper brand guidelines in place and at your disposal.
    Consumers want to buy from brands they know. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you.
    Brand consistency fosters confidence in the business. Consistent branding not only commands authority, it builds trust and familiarity between you and your customers. People flock to the businesses they recognize the most because they’re reassured by that company’s legitimacy in their field.
    It develops and solidifies the message. In the same way, consistent branding conveys goods or services, core business values, and it communicates a message that strongly impacts the way consumers perceive your business.
    It promotes customer loyalty. New and returning customers are heavily influenced by the stability associated with a solid reputation that’s been perpetuated by consistent branding. People know exactly who you are and they stand behind your company. They recommend its products or services to others and they’ll return to your company because its presence is thoroughly established and dependable.

  • Adeel Irfan

    Every business in the world benefits from tactically developing a brand and maintaining it as a recognizable representation. Consistency of a brand is the key to delivering on that brand promise, no matter where it is encountered. The level of importance of consistency cannot be underestimated. A consistent brand helps increase the overall value of the company by reinforcing the position in the marketplace, attracting better quality customers with higher retention rates and raising the perceived value of products/services. Each brand element including logo, name, package, message, tone, etc. needs consistency. Global brands like Coca Cola operating in every corner of the world keeps the consistency of their brand at highest level. For sure, it’s the key to their success. It had kept their brand positioning consistent with the retention of vital elements of its marketing programs. It should be noted that improvements in the brand supporting marketing programs is a never ending process. Companies should only change their brand consistency strategy when current marketing programs and tactics are no longer contributing towards market share & brand equity. If we talk about the innovation, specifically Brand Innovation; it’s a winning strategy for the companies with diverse categories, however, the innovative alteration should not be affecting the brand image. For instance, product innovations are important for the brands whose equity is associated mainly with the products, however care should be taken that there shouldn’t be too much modification in product that it will totally change the basic concept of that particular product. An appropriate match is required.

  • Afia Asghar

    It can’t be said enough: Consumers want to buy from brands they know. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you.First and foremost, without them showing a single slogan, sale price or brand name I’m already thinking about being in Target, shopping in Target and buying in Target.Brand consistency takes you to the next level in marketing. You’re no longer convincing consumers to stop into your store or buy your product. Your brand is so consistent, so synonymous with your product experience that when a consumer sees your signature brand logo they are already thinking about making their next purchase from you without you even having to ask.When you’re getting to know a person, you start to develop opinions, ideas and assumptions about them based on your interactions. If they are dressed in a business suit one day, bermuda shorts and a ratty T-shirt the next and then a scuba diving suit another time, it may be hard to nail down exactly who they are and what they are all about.

  • Khizer Ahmed Syal

    I find the nuances of marketing fascinating. When I watch TV ads I’m always considering why the ad agency chose to use that specific model, that color t-shirt, that tag line. The list goes on and on.
    The best example in my head right now, is Telenor. 

    Without them showing their logo, even subtly, without a voiceover informing me it was Telenor, I instinctively knew I was watching a Telenor ad.
    But how have they convinced me that the style of ad I was watching is exclusive to their brand without so much as a logo on the bottom right of the screen? Answer: consistency.

    Telenor consistently serves up light backgrounds (often white or blue) bold blue outfits, some white, grey and blue touches and models looking straight into the camera. Yes, of course there are variations to this formula (some with the Telenor logo saturating every inch of the screen), but nonetheless the ad screams Telenor for more reasons than just the brand name on the page.

    Brand consistency takes you to the next level in marketing. 

    You’re no longer convincing consumers to stop into your store or buy your product. Your brand is so consistent, so synonymous with your product experience that when a consumer sees your signature brand logo they are already thinking about making their next purchase from you without you even having to ask
    If your social media voice is whimsical and silly but your product packaging is sterile and plain, you’re sending mixed signals that will confuse consumers and leave them feeling like your brand can’t be trusted. 

  • Saqib Jawad Sheikh

    Brand consistency is indeed necessary for a brands survival. Brand image takes a long time to develop but it is important to remain consistent throughout. A consistent brand strategy helps to create a strong impression and consumers tend to recognize it more frequently. For a brand to be consistent , it needs to make sure that the promotional activities it performs across every region where the brands had a presence it needs to be consistent. For e.g. in terms of Coca Cola in the article, it makes sure that the color scheme on its drinks is the distinctive red. They scrutinize the red color to such an extent that none of the composition of Coca Cola red is different from another region of the word. The consistent brand image helps to increase customer confidence in the product overtime. It increase customer loyalty and as the word of mouth spreads people are recommend services which helps to increases profitability and equity of the firm.

  • Osama Afzal

    There is no doubt in saying that consistency is one of the key factor in establishing successful brand – or any successful business for that matter. In my opinion the term “brand” has more to itself than what we generally see. A successful brand is not only about advertising or a persistent market appearance, is the cumulative impact of multiple touch points that goes beyond the first impression, to include how you meet consumer expectations and how well you interact with the. In order words a brand is what your consumer tells you friend and family about you when you are not around. I tend to agree with you that logo or service marks- all graphic elements are the things that differentiate your company in the market place and make you brand recognizable but these are not the only aspects of a successful or consistent brand, the ever evolving customer perceived benefits should be meet by brands. Moreover, as technology evolved and the Internet has emerged, also trading on the Internet has come forward and has become increasingly frequent. The companies can use multiple channels to reach their customer through phone, Internet, newsletters or retail stores to inform what is happening in this time. When companies act in different channels they have to integrate e-business into the whole business concept and ensure that they send out the consistent message. One can simply infer, in today’s market keeping consistency in brand image is more essential than it ever was.

  • Awais Farrukh

    Brand consistency is the promise that is to be fulfilled otherwise it will harm image of the brand. Brand consistency acts as a competitive edge for the company and becomes part of overall identity. Developing a brand is difficult and further the challenge starts when brand has to be managed consistently overtime. Brand consistency acts as unique selling point for the company. A brand is developed on a business cores value customers and prospects will identify the core values and will lead to appreciate consistency in the overall services .To ensure consistency it is important to have a strong value proposition, which will explain the value that will be delivered to end consumer. This statement will further help the company to develop strategies and all departments should be synchronized for building and maintaining the consistency of the brand

  • Sardar Abdulrehman

    Brand consistency is becoming solely dependent on technology and marketing budgets. According to me marketing is a concept, a feeling. People dont buy for logical reasons, they buy for emotional reasons.

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