We've all heard this from Instagram influencers a million times! But do you wonder why they keep on saying that? Well, it makes sense if you think about it. Let's break it down to why consistency can make or break your brand identity.
Brand identity is a cluster of all the elements that a brand creates, communicating a desired brand image amongst people in general.
The elements may be their tone of voice, brand color, or a visual image that links to the brand. It's the overall image a brand creates.
Trust and recognition are very important as they affect customer behavior. When a brand is consistent, it communicates reliability.
People started to expect certain standards from brands. For example, if consumers know that a particular brand always serves delicious chocolate and provides creative packaging, they are more likely to return. This expectation boosts trust and recognition, contributing to building brand identity.
Being consistent with a particular tone of color, a design element, or a slogan makes a brand's impact memorable on people, resulting in the building of a brand identity.
A consistent visual identity can be a brand's Logo or a choice of color that is consistently connected with the brand. For example, we remember Tiffany & Co. when we see the color Tiffany blue. It can also be typography used for a brand; for example, when we see something written in Franklin Gothic, we think of The New York Times. Or it can be a brand ambassador who reflects a brand.
It can also be their unique packaging style, which can help people identify the brand. Want to know how packaging can help attract consumers? Make sure to take a look at our latest blog post on The Art of Packaging That Captures Consumer Attention.
Let's look at two brands that nailed the consistency game in the Indian Market.
Apple is known for its wide variety of phones and electronics. Even though Apple sets its prices higher than its competitors, the brand has been successful in the Indian market. This is because Apple has created a unique brand identity associated with luxury. As a result, people are willing to buy Apple products even when they are priced higher than those of its competitors.
A world-famous shoe brand ran a smart campaign with a short yet memorable slogan: "Just do it." Connecting the brand with a feeling of performance and sports. This campaign was then diversified into many different campaigns related to various sports and marketed at major sports events all over the world.
Consistency in building brand identity isn't about looking good; it's about gaining the reliability and trust of people who can connect with the brand. Yes, it takes time and effort, but it pays off in a loyal customer base and a prominent position in the market.
Consistency builds trust and credibility, building a sense of familiarity among customers, and once customers know that a brand offers high quality then their competitors their going to choose you.
The key elements includes a brands visual identity .i.s their Logo, color, packaging, and their written identity .i.s. Slogan or taglines and reflecting same content all across social media.
A brand can maintain consistency by creating a campaign with one tagline or visual as the main and diversifying the campaign in different platforms, ultimately achieving consistency and customer exposure.
Generally, the main challenge is to adapt to different platforms while maintaining a core identity and evolving the brand identity without losing recognition.
