Some of the best examples of brand consistency include Coca-Cola or Nike, amongst many others.
Coca-Cola knows that in order to maintain their position they have to be consistent. Because often people just go with what they know. In most cases, it is true to say that consumers want to buy from brands they know.
But how do you become known and trusted? That is the million dollar question!
Communicating with consumers through a consistent brand voice is a major step towards letting consumers get to know you. When they know you, they will identify with you and your purpose. They will identify with you. When they feel they know you and can trust you, they will be more likely to buy from you.
When I watch TV adverts I try to work out why the ad agency chose to use that specific model. Why did they go with that colour t-shirt or that tag line?
Recently I was watching TV when an ad came on. I knew that what I was about to see was an advert for KMart. I hadn’t seen a logo, there was no voiceover but I knew what I was watching!
How did I know that the style of ad I was watching meant it was their brand. There wasn’t even a logo on the bottom right of the screen? Answer: brand consistency. Their advertisements follow the same patterns each and every time and we get to recognise that.
Consumers want to know you.
To get to know your prospects through effective interaction is vital. Talking to your consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you.
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 peers.
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.
This is why consistency is so important.
1. Brand Consistency is Marketing on a Higher Level
Without them showing a single slogan, sale price or brand name I’m already thinking about being in Kmart, shopping in Kmart and buying in Kmart.
Brand consistency raises you to the next level in marketing. One where you get real results!
Your move from no longer having to convince consumers to enter your store or buy your product. Your brand is so consistent and so synonymous with your product experience. When a consumer sees your signature brand logo they are already thinking about making their next purchase from you. You don’t even need to invite them to do so anymore.
2. Consistency Makes You More Dependable
When you are getting to know a person, you start to develop opinions, ideas and assumptions about them. You base those opinions on your early interactions. If they dress in a business suit one day and Bermuda shorts and a ratty T-shirt the next you may have questions as to who they are. If they arrive sporting a scuba diving suit, you may find it difficult to nail down exactly who they are and what they are all about.
Now imagine this same person is someone you are looking at doing business with. Would you be concerned about their consistency in their work based on their inconsistent appearance? You may think twice before bringing them into your business because they’re not predictable, you don’t know what you will get.
Your consumers can feel the same about your brand if you don’t take care. If you have a social media voice which is whimsical and silly but your product packaging is sterile and plain, you’re sending mixed messages. This mixed message can confuse consumers and leave them feeling like your brand can’t be trusted.
3. Consumers Trust Brands They Recognise
Brand consistency and recognition is not just about getting your name out there. It’s about:
- Helping consumers get to know your brand on a personal level.
- Becoming a name that people recognise, know and trust.
It’s a long-standing concept that purchasing is more an emotional decision than a practical one. Who would have known! It is far more about how you make someone feel than how much you are going to charge them.
Part of engaging the right emotions with your consumers gets you more than halfway there! Making them feel like they know your brand and that your brand can be trusted is so important.
Brand consistency is part of building trust. It reinforces that you are predictable, reliable and dependable.
Why do you always buy the same brand of milk or the same brand of shoes? Because they are predictable. You know what to expect and you know you will like the outcome. You have come to trust them.
Giving consumers a dependable experience across all your channels of communication works. It is along the same lines as always putting out a dependable product and will get you the same results.
Developing a seamless look for your brand is so valuable. Your website and all social media channels should look similar at worst and be identical at best. Your shop front (if you have one) and your product packaging should also be consistent. Consumers will feel more comfortable with your brand and the message that you are communicating. It will make them more likely to purchase from you again.