Brand consistency is important because there is a reason your customers chose you. If you’re constantly changing your brand you may lose the ones who are loyal to you. A good example of this is a restaurant near where I used to live. It was a cheesy, low budget coffee shop that had been around for decades. The waiters were an average age of around 70 and would joke around with you. The food was exactly what you’d expect at a low budget coffee shop. The prices were great and they baked their own bread and muffins. You knew what their brand was and they were packed all the time.
Then one day they sold the restaurant to a new owner. Immediately they did a whole remodel, changed the menu, and got rid of the long-time waiters. The new look was fancier, with a more European style. They stopped baking their own goods and the prices went way up. The menu was no longer coffee shop fare, but more French style. The waiters were dead serious and the food actually wasn’t as good.
So, in their attempt to “improve” they ended up chasing away the regular customers, who liked it the way it was. Every time I drove by, the parking lot was empty. They ended up closing down in a few months and bulldozing the lot for an apartment building. It was sad, as we saw it as losing a neighborhood icon that could have been around for decades more and brought joy to the regular customers.
Salad bar restaurant
The same thing happened with another restaurant in my neighborhood. It was a salad bar restaurant. You could get whatever you wanted in a salad bar and the food was fresh and quick. You got exactly what you expected every time you went in. There was plenty of space to eat there, but most people got it to go.
The owner decided to close briefly to remodel, which was nice but they had fewer spaces to eat and more fancy art, which no one cared about.
And instead of a salad bar, it was a fancier restaurant with much higher prices. It had been packed before with people from local offices who just wanted a quick and affordable lunch salad. Now it took much longer, the prices were higher, and the food wasn’t the same. No more lunch deals for busy people on the run. They wanted to upgrade, but they ruined the brand consistency they had. Their regular customers soon found other places to go on their lunch break that filled the need they wanted. They lost their loyal customers by doing away with their brand consistency.
Having a consistent brand offers several significant benefits for businesses, large and small. Here are some key reasons why maintaining brand consistency is valuable:
Builds Brand Recognition
Consistency in branding helps create familiarity and recognition among consumers. When your brand elements (logo, colors, fonts, tagline, etc.) remain consistent across various touchpoints such as your website, social media, packaging, advertising, and customer interactions, it becomes easier for people to recognize and remember your brand. This increased recognition can lead to improved brand recall and customer loyalty.
Establishes Trust and Credibility
Consistency in branding portrays professionalism and reliability. When consumers encounter a consistent brand experience, it builds trust and credibility. They perceive consistent brands as more reliable and dependable, which can enhance their confidence in choosing and engaging with your products or services. It doesn’t matter if the brand is highbrow or lowbrow. Customers want what they want.
This is the reason chain restaurants do so well. When you’re on the road and you see a McDonald’s you know exactly what you’re going to get. They keep up the brand consistency from store to store.
Differentiates from Competitors
A consistent brand helps you stand out from competitors in a crowded marketplace. When you have a distinct and consistent brand identity, it becomes easier for consumers to differentiate your business from others. This differentiation can lead to a competitive advantage and help you attract and retain customers who resonate with your unique brand values and offerings.
Part of your competitive advantage is your brand consistency. Build a loyal following and they will stay with you.
Supports Brand Messaging
Consistency in branding ensures that your brand messaging is coherent and aligned across various marketing channels. When your brand voice, tone, and values are consistent, it strengthens the clarity and effectiveness of your communication. This consistency helps reinforce your brand’s key messages and creates a unified brand experience for your audience.
This helps your marketing and advertising as customers will instantly recognize your brand. You don’t have to spend as much money convincing them about who you are and what you have to offer.
Enhances Brand Recall and Loyalty
When customers consistently encounter your brand across different platforms and touchpoints, it increases their exposure to your messaging and reinforces their memory of your brand. This improved recall can result in higher brand loyalty, as customers are more likely to choose a brand they are familiar with and have positive associations with.
Supports Long-Term Brand Building
Consistency is essential for long-term brand building. By consistently delivering on your brand promise, you establish a strong brand reputation over time. Consistency builds trust and fosters relationships with customers, leading to brand advocacy, repeat purchases, and positive word-of-mouth recommendations.
Facilitates Scalability and Expansion
Consistent branding is particularly crucial when scaling your business or expanding into new markets. A consistent brand identity helps maintain coherence and recognition as you reach new audiences. It enables you to leverage the equity you have built in your brand and ensures a seamless transition as you expand your products or services.
In summary, brand consistency offers numerous advantages, including increased brand recognition, trust, differentiation, and customer loyalty. By maintaining a consistent brand experience across all touchpoints, businesses can create a strong and memorable brand presence, fostering long-term relationships with customers and supporting sustainable growth.