Brand Consistency—The Competitive Advantage and How to Achieve It

Think you understand brand consistency? This post will clarify what it truly is and how you can achieve it to effectively market your business.

Brand Consistency

Image by pikisuperstar on Freepik



This article discusses the need for consistency as it relates to brands.

Brand consistency is a few different things: the visual representation of your brand, how your brand is portrayed in media, and how your brand is perceived on various platforms. The article starts by reviewing an example of a well-known shoe company that was inconsistent with its branding. The problem became even more apparent when they introduced their new logo in 2014 and the old logo was removed from stores.


What is brand consistency?


There is no one answer to this question since it depends on the specific context and industry. However, some useful definitions of brand consistency might include: 


  • A brand’s reputation and promise should be consistent across all channels and products.
  • The visual, auditory and olfactory elements of a brand’s marketing message should be consistent.
  • All company policies, values, and procedures should be consistently applied to all brands within the same company.
  • The brand should develop an engaging and consistent voice.
  • Brand consistency is not based on just the facts. It’s based on people.
  • A brand’s message should be consistent with the overarching mission of a company.

For example, if one product line is for families with children, shouldn’t all brands be for families?

How does customer experience management impact branding?


Customer experience management supports brand consistency because it evaluates every touch point that a potential or existing customer might experience from the moment they decide to engage in your brand until they make a purchase or part with their money, to see how well you are meeting or exceeding customer expectations. 


Why is brand consistency important?

Consistency is the key to a successful brand. It’s what separates one company from another, and it’s what helps customers remember a product or service long after they’ve tried it. For businesses, consistency is the key to success in the marketplace.


Incrementors digital marketing helps social media agencies achieve their brand recognition because it takes time, planning, and effort to create a brand that consumers can trust. Incrementors say, consistency is key to success, and businesses that can achieve it to have an advantage over their competitors.

Here are six reasons they gave as to why consistency is important:


1) Consistency breeds trust.
When customers know that what they’re buying from a company is always going to be the same, they tend to trust it more. This trust creates loyalty and customer base growth for businesses. Consistent branding also makes it easier for customers to find products they’re looking for and makes it easier for them to make purchase decisions.


2) Consistent branding leads to better search engine rankings.
When customers search for information on the internet, they look for brands that they’re familiar with. If a business has consistent branding across all of its marketing materials—from its website to its social media profiles to its advertising—custom ers are more likely to see it and remember it. This helps the business build brand recognition, which improves its search engine rankings.


3) Consistent branding increases customer loyalty.
A consistent brand can make a customer feel like they’ve been loyal to the same business forever. They’re used to buying products from that brand, so when somebody else approaches them about making product purchases, they’re more likely to make the purchase.


4) Consistent branding makes advertising cost-effective.
It’s easier for businesses with consistent branding to run paid advertisements on social media sites like Facebook and Twitter. These ads will show up in consumers’ news feeds, which will help them stay loyal customers by making it harder for other brands to compete with their branded companies when it comes down to price.


5) Consistent branding will help your company stand out in consumers’ minds when they’re looking for products.
You may not be a household name like Starbucks or Nike, but if you have a consistent brand across all of your social media accounts and you’re careful about what you include in each post, it’s easier for consumers to remember your brands and create positive associations with them.


6) No one likes it when their favorite corporate entity fails and goes out of business so the question becomes:
how can we help prevent that from happening? By having a consistent brand across all of your social media channels, you can keep customers loyal to all of your business’s outlets even if one goes under.


How to achieve brand consistency?

Brand consistency is a key competitive advantage for brands. By consistently communicating the same message, values, and goals to customers, businesses can build trust and loyalty. Every marketing company wants to hire Incrementors because they want to achieve a brand architecture that will be successfully communicated to their customers.

Here are four tips for achieving brand consistency:


  1. Define your brand identity. What are your core beliefs and values? Make sure they’re communicated clearly to all stakeholders.


  1. Set clear communication priorities. What messages do you want your customers to hear most? Make sure you’re reinforcing these messages across all channels and mediums.


  1. Be consistent in your messaging across all channels and platforms. Your customers expect the same message from you no matter where they encounter your brand.


  1. Monitor your brand consistency levels regularly and make adjustments as needed. If you find that your brand is starting to lose consistency, take action to restore it. Consistency is key to success! 


Why choose one approach over another to achieve brand consistency?

In order to create and maintain a consistent brand, many businesses choose to use a formal approach. This means creating specific guidelines and policies across all departments, products, and marketing materials. This can be effective in terms of message delivery and consumer recall, but there are drawbacks. First, this type of consistency can be difficult to achieve and maintain. Second, it can be expensive to implement and enforce. If done incorrectly, it can also create resentment among employees. 


A less formal approach is often more successful when it comes to brand consistency. This involves establishing common values and goals across the organization, but without specifying every step along the way. This allows for greater creativity and flexibility, as well as reduced costs. However, this approach may not be as effective when it comes to delivering a consistent message or recalling consumers. Additionally, it can be more challenging to keep everyone on the same page if things change rapidly within the company. 


Ultimately, it depends on the situation whether a formal or less formal approach will work better for establishing brand consistency. However, both have their benefits and drawbacks which should be considered before making a decision.

The one thing that remains true for either approach is having a solid brand story to tell.




Brand consistency is one of the most important factors in any competitive industry, and it’s something that you can achieve with a little bit of effort. By maintaining a consistent brand message across all your marketing initiatives, you’ll be able to attract new customers and keep them loyal. And when it comes to building a successful business, nothing is more important than having your customers on your side. So don’t let inconsistency stand in the way of success—make sure everything from your website design to the color choices for your products reflects the same brand message, and you’ll be well on your way to becoming one of Canada’s top businesses!