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.
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.
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.
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.
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.
Read more about Consistency in Branding at entrepreneur.com
Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.
He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.
An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.
One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.