Imagine a company that positions itself differently with each Marketing action. At one point, he adopts a brighter, more playful tone of voice, but overnight he takes a serious approach, even if the subject doesn’t call for it.
If this variation occurs constantly, there will be natural noises in the message, preventing a clearer understanding of what that brand actually looks like.
The same problem can occur if there is no consistency in simpler matters, such as the colors used in graphic pieces. In this case, it is a crucial detail, related to visual identity.
What is the great contribution of brand consistency?
A good branding job based on the consistency of the brand can bring, in the long term, incredible results for companies, especially in terms of competitiveness and relationship with the public.
Next, we will talk about the VP Design Officers Email Lists importance of a consistent brand and the main advantages that this provides us.
Differentiate our business in the market
There are markets where competition is high, with many relevant companies seeking to attract and retain audiences. Therefore, it is essential that companies have a strong identity and maintain regularity in the way they communicate with their public.
When a brand is able to maintain consistency, the tendency is for it to grow through the recognition and identification of its audience.
Authority is a fundamental achievement can be achieved if
it does a good job of constantly scanning the image. Some companies have developed their image so well that the authority has attached their brand to a product.
Do you want a concrete example? Kleenex! In fact, this is the name of a brand of disposable tissues, but it is very common for consumers to refer to this product as clínex, despite the fact that there are other brands that sell disposable tissues.
And do you know the best of all? It is so consistent that the word was accepted by the RAE and integrated into the Spanish language.
Kleenex is a success story when it comes to brand authority at its highest level: when thinking of a particular product, the consumer makes a direct association with a specific brand. In some cases even this generalization that we have shown occurs.