Consistency Creates Trust
Brands need to establish credibility and trust to be successful. Building this type of trust takes time and a consistent effort from the brand and company. It is not difficult for brands to make a great first impression, but it is more challenging to maintain this impression long term. Therefore, consistent brand messaging is essential, even before a purchase is made.
Uncertainty Leads to Hesitancy
Predictability is a crucial element to brand consistency. Consumers want to know what to expect from a brand. Because of this, uncertainty from the consumer can be a cause of the lack of predictability of the brand.
Making Consistency Work For You
Consistency is important in all areas of marketing. In branding, consistency begins with brand values and mission statements. Both elements need to align with the business objectives. The brand message is tailored based on the brand values. This messaging needs to be consistent in all marketing channels. Establishing clear brand guidelines is an easy way to make sure messaging is consistent across the board.
Consistency Triggers Positive Emotions
To form an emotional connection with its customers, the brand needs to have established trust. Consistency helps build confidence by increasing the consumer’s awareness of the brand. Creating positive experiences for consumers is one way to gain trust and associate positive emotions with a brand.
Consistency and Change
Although consistency is important for brands to gain trust, change is inevitable for brands over time. Without change, brands would quickly become irrelevant as the market changes. Communication is key to incorporating change while still maintaining a brand’s credibility.