Meta-title: Brand Consistency: Why It's Crucial, How to Implement, and How It Saves You Time
Meta-description: Everything you need to know about brand consistency, a cornerstone in every successful marketing strategy
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When we say McDonald’s, what comes to mind? Chances are high that you’re thinking of red and yellow - and the delicious french fries, of course. The same goes for Gillette. What associations do you have with this brand? ‘The best a man can get,’ perhaps? These strong mental connections are the result of years and years of consistent brand building.
Having a consistent brand is one of the most crucial elements of successful marketing. However, many companies choose to rebrand frequently instead - to start fresh, try out something new, or respond to market trends. In this blog, we’ll explain why consistent branding is so important, delve into common challenges, and explore how to achieve such cohesion. We’ll conclude with an example of successful brand consistency, and the role that Creative Automation plays in it. But first, let’s discuss the importance of brand stability.
Consistency in branding elements, such as logos, colours, and fonts, is crucial in building and sustaining brand recognition. Because when consumers repeatedly encounter certain visual cues, they are more likely to remember and associate these elements with a specific brand. This repetition establishes a strong visual identity, making it easier for consumers to identify and choose a brand over others in the crowded market. Furthermore, consumers are more likely to develop positive feelings for a brand due to consistency.
Likewise, constant exposure to a brand's consistent visuals leads to increased likability. As consumers encounter a visual cue consistently, they are more prone to developing positive feelings and trust toward them. This is called the mere exposure effect. In practical terms this means that frequent and significant changes to a brand's visual elements can erode the positive effects of familiarity and likability over time. Therefore, maintaining consistency not only ensures brand recognition but also contributes to a more favourable consumer perception.