Why is consistency so important?

Consistency means that your brand is recognizable, regardless of where you can be seen. That goes further than just the look , including the way you communicate with employees and customers. Consistency is to propagate the same values ​​as a company on all channels. When your brand feels the same everywhere, customers feel at home and build a relationship of trust. A band that ensures that they return to your company or recommend you.

In addition, consistency means that your actions match your words. If you as a company claim to be decisive, you must actually respond quickly to questions and requests. The point is that you consistently fulfill your promises in all interactions with customers.

Consistency in the customer journey

Consistency must be found in every phase of the customer journey. From the first time that someone hears from your brand to the purchase and the customer relationship afterwards. That means that your message and visual elements must be in line, regardless of the communication channel.

Where often goes wrong?

What you absolutely want to prevent is confusion. If you promise an offer in an advertisement that is then incorrect in the web store, that can cause a lot of damage. Consistency means that the message and experience are right everywhere, so that customers always know where they stand.

Even when companies use multiple channels without a clear strategy, problems arise. Whether this is with campaigns or communication all year round. Without strategy, team members and external partners out of step, making the message incoherent. An omnichannel strategy for all your communication can help with this. It keeps the message clear and consistent and thereby increases the recognition, trust and success.

How to guarantee brand consistency

Here are some tips for guaranteeing consistency in your marketing and communication:

• Brand Strategy : who are you as a brand, what are your values ​​and what are your mission and vision? Record this in a brand positioning manual.
• Brand Book : Make a guide with guidelines for logos, colors, typography and tone of voice to keep your brand consistent.
• Customer journey: Ensure that communication remains consistent in the brand's guidelines at every phase of the customer journey.
• Omnichannel: Ensure a consistent brand message about all marketing channels, both online and offline. Put your customers centrally in all your communication.
• Internal training: Inform your team about the brand strategy and brand guidelines and create brand ambassadors within your organization.
• Regular evaluation: Regularly check your brand expressions to detect and correct inconsistencies.

Use the power of creativity

Consistency is essential, but without creativity a brand remains flat and predictable. Creativity is what a brand makes it stand out. Do you want to know why creativity is so important and how you can apply this in your strategy? Then read our article about the power of creativity.

Let your brand grow

Consistency is not an option, it is a necessity. It provides trust, brand recognition and a seamless customer experience. By guaranteeing consistency, you place a solid foundation for a growing brand in an increasingly competitive world.

Do you want to take your brand to a higher level with consistency? Contact us for a non-binding consultation , our experts are happy to think along with you.