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Without brand consistency, your customers may have difficulty recognizing your brand. In addition, brand consistency builds trust with your target audience. Our checklist will help you recognize when your company does not have consistent brand communication.
(Source: Bench Report: "The Impact of Brand Consistency" by Demand Metric)
Customers choose the brand that seems strongest to them and with which they can best identify. A strong brand has a clear message, a clear purpose, and provides answers to their problem. Ideally, people associate a specific product category directly with your product.
What happens is, customers have a hard time recognizing your brand and that prevents them from building trust in you. Inconsistency can also be confusing for internal teams (marketing departments, sales departments, and production units) that create content. Brand inconsistency arises from employees using the wrong logos, colors, images, or language that does not match the brand identity.
(source: Benchreport: “The Impact of Brand Consistency” from Demand Metric)
Brand consistency does not mean that a brand is static and never changes. All brands change over time. The most important thing is that changes to your brand are strategically thought out and communicated within the organization so that everyone adheres to the guidelines. Brand consistency helps strengthen your identity and build trust with your customers. We hope you can use our checklist to see if your company is pursuing sufficient brand consistency. To expand your knowledge, check out our complete guide to successful brand management.
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