The Importance of Consistent Branding Across All Channels of Marketing

How many times it has happened to you that when a commercial comes up on your TV, you immediately tend to recognize which brand it is for? For instance, when we see a commercial with different women talking about soft and gentle skin while comparing the product with milk, we immediately associate the ad with Dove. Why is that?

For years, Dove’s messaging has revolved around natural beauty enveloped with attributes such as freshness, simplicity, and positivity. Dove has been consistent with the message of their brand which has won the trust and admiration of many consumers. Brand consistency is simply the practice of continually delivering messages that align with your brand value and the elements that make up a brand’s identity. This ensures that your brand is easily recognized by consumers across all marketing channels.

In a time, when the competition for customers has become fierce, you need to stand out and differentiate yourself. It is important to build a brand promise or motto and live up to it consistently. If your brand image or motto keeps on changing, then your customer will not be able to trust your brand and definitely won't purchase from it.

Why choose to be a consistent brand?

It Builds Trust

Most consumers buy the same brand of laundry detergent or visit the same coffee shop. Why do you think so? It is because they trust the products and have built a personal relationship with the brand. They know what to expect and hence enjoy the outcome. The more consistent your brand will be, the more reliable it becomes for customers. This will help them comprehend your brand on a personal level that will eventually give rise to feelings of trust and comfort.

It Boosts Sales

It takes time for us to try new things, moreover trust them. The same goes for your consumers who will take time to notice a new brand and purchase from it. In fact, most people purchase items of regular use from their known and trusted brand. If you are consistent with your message, a consumer will recognize your brand across different areas and positively purchase from you.

It Ensures Differentiation

Brand consistency plays a key role in differentiation. It ensures that your brand stands out from the competition. When commercials related to Apple, Levis, or Johnson & Johnson pop up, you already know the brand’s name before it is even displayed. This is because, they make sure that their motto, value and image is consistent in every commercial. In a competitive world, where many brands are offering what you are, it is important to stand out and make a permanent mark of your brand in the minds of your customers.

In a nutshell, brand consistency across all marketing channels is a driving factor to increase your sales. By ensuring consistent brand messaging with visual elements that manifest your corporate identity, you can develop a solid rapport with customers, become easily recognizable, build trust, and always work to live up to their expectations.