Establishing brand consistency is a tried and true way to differentiate your company from competitors in an ever-evolving marketplace. Achieving brand consistency means that people recognize your brand wherever they encounter it—even across online channels. And, it is essential to people seeing your company as credible, reliable, and trustworthy. 

Technology has become a significant factor in creating brand consistency. A report from Forrester says that 95% of customers use three or more channels to connect with a company in a single service interaction. While these connections provide multiple opportunities to deepen a relationship, they also present a challenge in keeping your brand consistent across channels—as many as 60% of customers switch brands due to an inconsistent experience. 

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This makes it critical for companies to be consistent in communications along all touchpoints of the buyer’s journey. 

In this article, we define brand consistency, explore its importance to your organization, and share practical tips to ensure your brand maintains consistent communications.

What is brand consistency?  

A company’s brand lives in the minds of its customers. It is the collection of impressions, experiences, and relationships a person has with a product, service, or company. Additionally, the brand identity consists of various elements (like name, imagery, aesthetic, and language), which help form the customer’s impressions of your brand. 

Branding has become more nuanced and complex in this digital age as the number of channels for brand presence has increased. These days, companies must consider multiple avenues:

  • Website
  • Social media outlets 
  • Online video platforms 
  • Outdoor advertising 
  • Influencer marketing
  • Review sites 
  • Mobile apps
  • Email marketing
  • Newsletters

Brand consistency means customers receive the same experience and impression of your brand across all of these communication channels. Conveying the same brand identity elements across channels leads to brand consistency.

Why is brand consistency important?

Brand consistency is important for every business because it has a direct and immediate impact on the perception of your brand and company, both internally and externally. Good brand consistency can build confidence in your company and lead to more engaged employees and customers. Poor brand consistency can decrease trust and ultimately harm your reputation. 

That’s why achieving brand consistency is a critical mission for 81% of global brands. Understanding the specific benefits of brand consistency helps to both understand more deeply its importance as well as highlight how to approach it to leverage its potential benefits for your company. Here’s how brand consistency specifically helps your company:

1 Improves visibility and recognition of your brand

Research shows that brand consistency is correlated with an uptick in brand awareness, which is the first step in the buyer’s journey. In fact, the rule of seven, one of the oldest concepts in marketing, estimates the average buyer must be exposed to a brand seven times before making a purchase. 

Simply put, consistent branding creates a memorable impression in the mind of a consumer, which makes it easier for customers to recognize your brand and feel familiar with it. This familiarity, in turn, instills trust and loyalty. Customers who feel high levels of trust are more likely to become loyal customers and discuss their positive experiences with others.

Brand consistency leads to higher visibility and recognition when consumers start to think of your brand as soon as they have a need. For example, Nike’s brand consistency has resulted in consumers immediately recognizing Nike as the trusted brand for running shoes, to the point where many people have a hard time envisioning anything other than Nike when you mention a running shoe. 

2 Ensures a positive customer experience

Customers engage more with brands that provide them with a good user experience, and a critical part of that is giving customers what they expect. Ensuring any customers or potential customers are hearing the same messaging, voice, tone, and language across a variety of interactions and platforms offers a cohesive, positive experience that reinforces their trust in your brand.

In addition, when brand consistency is implemented effectively to improve the overall customer experience, companies can see a 33% increase in revenue, as research shows.

Brand consistency impacts customer experience when customers can go to several communication channels and receive the same message. For example, a customer asks a question about a product on social media and via the chat on the website. The question is answered by two different employees, but because the voice, tone, and messaging of the response are similar, the customer feels secure that the information they are receiving is accurate. Their trust increases in the company because of the consistency within this interaction.  

3 Drives forward the perception of your brand’s value

Consistent communication across channels helps increase the value of your brand in your customers’ minds. In addition to valuing the product, they value the experience they get whenever they interact with you. A positive, consistent experience each time can help lead them to value you over your competitors. The customer has greater loyalty and engagement, which results in greater revenue for you since a new customer costs five times more than an existing customer and the top 5% of customers produce 30% of revenue.

Consumer surveys show that when customers feel their experience is consistent with their brand expectations, it increases their satisfaction, which leads them to become members of the loyalty programs and consistent customers of a brand. Those customers who join a loyalty program are the ones who are committed to your brand, and continued focus on brand consistency within that program can help nurture their loyalty even further. 

Internal benefits of brand consistency

There are also internal benefits to making brand consistency a strategic priority. Here’s what brand consistency does within your organization:

  • Creates clear expectations. Content writers, editors, graphic designers, marketers, customer service reps, and sales staff alike can all benefit from clear guidelines for presenting the brand. These guidelines lay out clear direction for how a brand should be discussed, written about, or visually represented. They make their jobs easier and result in more positive client interactions all around.
  • Unites different departments. While every individual department will have its unique goals and objectives, providing a central narrative and mission will help create a more robust and favorable company culture. Employees will feel more aligned and collaborative when they all understand the collective goal and understand how they fit into it. 
  • Improves employee retention. When employees align with the brand values and mission, they are more likely to stick with the company over the years. As a result, productivity, job satisfaction, and company revenue rise while hiring and training costs come down.
  • Attracts top talent and inspires new hires. Every employee wants to work somewhere known as “one of the top companies to work for.” Consistent brand presentation helps employers attract positive attention. 

How to ensure your brand stays consistent

Brand consistency cannot be treated as an organic process, but instead needs to be clearly defined among leadership and then thoughtfully disseminated throughout the organization. With many different teams working in various departments or projects, it’s critical that leaders in all areas of the company fully understand and are aligned with the brand. It must be discussed and confirmed regularly to keep it front of mind for everyone in the organization. 

1 Develop the company culture, values, and mission to share them widely 

When a company defines its core values and mission, it creates a clear roadmap for employees toward the same goals. This will shape your brand’s vision and culture. Without a clear path, employees from different teams may have different priorities and be working in ways that are detrimental to the whole organization. Ensure that the core values and mission are disseminated widely and discussed in a consistent way across all departments and teams to ensure employees understand how they can contribute. 

Your core values and mission should also be the driving force behind all decisions and actions across all teams. Each decision offers a great opportunity to demonstrate transparency and remind employees of the core values and mission. Again, be sure to use consistent language throughout the company. 

2  Create a company-wide style guide for all employees 

A style guide is a crucial starting point for producing content, websites, marketing materials, and new campaigns to ensure the various teams involved can achieve brand consistency while working efficiently. A well-structured style guide opens with a discussion of the company’s mission, vision, and values. It then provides detailed instructions for logo presentation, color schemes, fonts, acceptable language, prohibitions, voice and tones, and any other details your team may need to maintain consistent branding across all platforms and interactions. 

It builds confidence among your internal team and allows them to work collaboratively with their direct colleagues and across departments. Grammarly Business makes it easy to create and share a style guide that reinforces brand consistency.

3 Use digital tools to monitor and improve brand consistency continuously

Once you have established your culture, value, and mission and shared them widely via a style guide, it’s critical that you monitor and analyze your brand consistency. Regular monitoring and analysis is the only way to know whether your team fully understands the brand and is able to execute it consistently. 

According to Shutterstock, 95% of brands have some form of content guidelines, yet only 25% enforce them. Most companies utilize a wide variety of platforms and have many external communications per day, so it can be difficult to monitor them effectively. 

Implementing innovative tools like Grammarly Business helps companies ensure teams are following brand standards while providing team members with real-time feedback wherever they write. Grammarly’s AI-powered writing assistant goes beyond style guide adherence with a handy brand tones feature to coach teams on messages that may sound off-brand. With Grammarly Business, you can onboard and upskill new hires, improve confidence among multilingual employees, and present a clear and consistent brand experience. 

The Software Report ranked Grammarly Business among the top software companies in the world in 2021. This year, Grammarly also won TrustRadius Awards for Most Loved, Best Feature Set, and Best Customer Support, as well as Comparably Awards for Best Company Outlook, Best Product, and Best Places to Work in the Bay Area. 

Now that you have all the stats you need to present corporate decision-makers with the importance of brand consistency, contact us to learn how to use Grammarly to achieve better results. 

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