Consistency is a key factor in building a strong and recognisable brand. Here are some reasons why it’s important to keep your brand consistent...
Consistency builds trust
If you are consistently showing up, delivering the same message, talking about the same products, talking about the same services and using the same visuals then you will build trust with your audience. Why? Because if you're repeating your message, your customers will become familiar with your business and then start to expect that from you. If you continually do this, you become a business they can rely on and trust.
If you keep using the same visuals over and over again and using the same colours, fonts, photography etc throughout every touchpoint, your customers will begin to recognise your brand.
If you continue to do this, you will stay top of mind when your customers (and potential customers) are ready to purchase.
Having a consistent brand shows that your business is professional. If we imagine, for a moment, that a business has a mix of styles - sometimes the business uses elegant fonts, a minimal colour palette and editorial style photography; then sometimes they use bold fonts, vibrant colours and irrelevant stock photography... this would show inconsistency and gives the impression that the business has no clear style direction and is 'all over the place'.
Subconsciously, customers may think this is how the business operates internally as well as externally. Customers want to be reassured that a product or service is top notch and having a brand that's a mishmash of styles is not appealing.
Consistency = credibility
If you have a unique mix of colours, fonts, imagery etc and you are consistent with the visuals, you will begin to OWN your mix!
Having this unique mix will make your brand:
Look super professional
Help you stand out from your competitors
...so that your business is the business that people want to purchase from.
Need help to create a consistent brand?
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