{"id":3506,"date":"2022-09-21T01:45:16","date_gmt":"2022-09-21T05:45:16","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/21\/3-reasons-why-brand-consistency-should-be-top-priority\/"},"modified":"2022-09-21T01:45:16","modified_gmt":"2022-09-21T05:45:16","slug":"3-reasons-why-brand-consistency-should-be-top-priority","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/3-reasons-why-brand-consistency-should-be-top-priority\/3506\/","title":{"rendered":"3 Reasons Why Brand Consistency Should be Top Priority"},"content":{"rendered":"\n

By May Habib, CEO of Writer, an AI writing assistant for businesses<\/em><\/p>\n\n\n\n\n\n

In today\u2019s economic climate, your brand is more important than ever. it\u2019s how you stand out, make a name for yourself, and keep your company growing. It\u2019s how you build lasting relationships with your customers and it\u2019s what keeps you ahead of your competition.<\/p>\n\n\n\n\n\n\n\n

So how can you make sure your brand is ready to carry you through the remainder of 2022?<\/p>\n\n\n\n\n\n\n\n

Let\u2019s start with the biggest representative\u00a0of your brand: your content. According to Shutterstock, 60% of marketers<\/a> create a minimum of one piece of content each day. Maintaining brand consistency in all that content would be manageable for one contributor, but brands have a variety of content creators. And each writer has their own unique personality and style.<\/p>\n\n\n\n\n\n\n\n

Brand consistency means making sure your words, design, perspective, and offerings all relate to the way you want to express your brand. It\u2019s the secret to customer satisfaction, according to McKinsey & Co<\/a>.<\/p>\n\n\n\n\n\n\n\n

When your content story is inconsistent, your brand seems disingenuous. If people connect to your story on one page, then jump to a different page and see a completely different story, they feel the whiplash. It\u2019s a bit of, \u201cWait, what? I thought you understood me\u2026 but now you\u2019re talking about things that have nothing to do with me.\u201d<\/p>\n\n\n\n\n\n\n\n

Make your customers happy and produce consistent content. When you focus on improving the customer\u2019s experience with your brand, you also improve your company\u2019s value (up to 20%<\/a>, Techipedia reports). Why is brand consistency important?<\/p>\n\n\n\n\n\n

When you focus on improving the customer\u2019s experience with your brand, you also improve your company\u2019s value up to 20%.Click To Tweet<\/a><\/p>\n\n\n\n\n\n

Inconsistent content is unpredictable, and unpredictability dissuades people from trusting your brand. To meet their needs, you need to build an identifiable brand that sets you apart from competitors. Here are three benefits of consistency in business that you may experience.<\/p>\n\n\n\n\n

1. It makes you memorable<\/strong><\/h2>\n

Some of the most well-known brands are iconic because of how they talk. Groupon and M&M\u2019s are known for their sense of humor. Disney focuses on making us feel like we can create magic. Dollar Shave Club and Poo-Pourri are intentionally over-the-top. These brands don\u2019t deviate, and we love them for it.<\/p>\n\n\n\n\n\n

Inconsistent branding confuses people. You force them to do the hard work of keeping track of what you\u2019re talking about. Is it the same as or different from what you were talking about before? If you\u2019re consistent in how you talk about your company, brand, products, and features, your users will get it quicker.<\/p>\n\n\n\n\n

2. It fosters relationships with consumers<\/strong><\/h2>\n

According to the Edelman Trust Barometer,\u00a067% of customers<\/a> say they\u2019ll only continue buying products from a brand if they trust the company behind them. In all relationships, trust is built through consistency. Communicating the same values in the same voice<\/a>\u00a0at every customer touchpoint develops a reliable brand personality. When people can count on your brand, they\u2019ll be more loyal.<\/p>\n\n\n\n\n\n

A PricewaterhouseCoopers study found that\u00a0one in three customers<\/a>\u00a0say they\u2019ll walk away from a brand they love after a single bad experience. People pick up on mistakes immediately; inconsistencies in writing style stick out and grab people\u2019s attention \u2014 in a bad way. You want consumers thinking about your message, not irregular commas and numbering systems. Accurate content and clear branding lets people focus on the heart of your messages.<\/p>\n\n\n\n\n\n

1 in 3 customers say they\u2019ll walk away from a brand they love after a single bad experience.<\/a><\/p>\n\n\n\n\n

3. It makes your offerings more desirable<\/strong><\/h2>\n

Research by Lucidpress shows that on average, consistency\u00a0increases revenue by 23%<\/a>. Which means that as people get to know and trust a brand, they\u2019re more likely to buy that brand\u2019s products or take advantage of its services.<\/p>\n\n\n\n\n\n

On average, brand and content consistency\u00a0increases revenue by 23%.<\/a><\/p>\n\n\n\n\n\n

Today\u2019s consumers have a variety of platforms available for sharing reviews and promoting products they like to friends, family, and even strangers. A review on Yelp or a post on social media can boost your SEO, increase traffic on your website and social media platforms, and ultimately generate leads and revenue. Consistent brand delivery makes sure that each new consumer who\u2019s interested in your company meets with the same great messaging their friends raved about.<\/p>\n\n\n\n\n

How to create consistent content<\/strong><\/h2>\n

A brand consistency checklist can help reflect on your content\u2019s purpose and message. Here are the elements you should examine for variability:<\/p>\n\n\n\n\n