In today’s highly competitive market, standing out is key and your brand identity can, and should, be your secret weapon. But it’s not enough simply to be noticed, you must also be remembered. What’s the use of being easily spotted if you’re just as quickly forgotten?

That’s where consistency comes in — the consistent application of your brand wherever you’re seen or engaged with. Consistency breeds recognition, recognition instils trust and trust promotes loyalty. That process turns prospects into customers into advocates, which has a hugely positive impact on your bottom line.

Getting noticed

Imagine walking into a party. What’s the first thing you notice? Most likely someone’s eye-catching outfit. That’s your brand’s visual identity — logo, colours, fonts and design layout. Consistency in those elements will make it far more likely that the impression people have of you is a positive one. Research has shown that people form lasting judgments in milliseconds, so nailing that first impression is crucial.

One such piece of research was Princeton University’s Blink study. Participants were shown images of unfamiliar faces for just a fraction of a second. They were then asked to judge those faces on traits like trustworthiness, competence and aggressiveness. Even with the lightning-fast exposure, participants’ judgments strongly aligned with each other. What’s more, those initial judgments didn’t change with a longer look at the same faces — split-second impressions formed the basis for long-term perceptions.

Along similar lines, research conducted at Carleton University in Ottawa, Canada, found that judgments of website credibility can be formed in as little as 50 milliseconds. Participants in the study made remarkably consistent judgments about the credibility of websites based solely on a quick glimpse of their designs.

These studies highlight how swiftly and consistently our brains form impressions. Whether it’s about faces, websites or brands, our first impressions tend to have a surprising level of consistency and lasting impact.

McDonald’s logo outisde a restaurant
Image: The Sun

Example: McDonald’s

Although the brand has evolved over the years, McDonald’s distinictive golden M, also known as The Golden Arches, has always had the ability to stand out. Whether it’s against the red of a french fries carton or, nowadays, the dark green of a restaurant sign, it’s certainly hard to miss!

Becoming recognisable

Beyond getting noticed and giving a positive first impression, how do you become recognisable?

Picture again that person wearing the eye-catching outfit at the party. What if they wore the same outfit to every party? It would make them instantly recognisable. When a brand maintains the same style, logo, colours and tone of voice across all its marketing materials, it’s easier for people to recognise it in a crowd of competitors.

Being consistent with how you present your brand — whether it’s on social media, your website or in ads — creates a strong and memorable identity, making your brand stand out and stick in people’s minds. And when they see your consistent style over and over again, it breeds familiarity.

Coca-Cola billboard
Image: Publicis Italy

Example: Coca-Cola

Think of the Coca-Cola logo — a timeless script in a distinctive red hue. It’s everywhere, from billboards to bottles. That consistent red, iconic font and signature white ‘ribbon’ instantly triggers recognition. Even before you read the logo text, you know who it is.

Building trust and credibility

Consistency isn’t just about looking pretty; it’s about building trust. When your brand delivers a consistent experience across all media — website, social media, packaging, etc. — it tells your audience, “hey, we’re reliable.” That trust makes people more likely to buy.

A number of studies have been conducted on how brand consistency impacts levels of trust in brands. The state of brand consistency report in 2021 from Lucidpress (now Marq) found that brand consistency is crucial in building relationships with prospects and customers and is responsible for up to 20% revenue growth. (In 2019, before the coronavirus pandemic, that figure was 33%.) A similar study by McKinsey & Company put the revenue lift at 23%.

In addition, research firm Forrester’s TRUE brand compass report confirms that a consistent experience across all touchpoints is a major driver of brand trust. In the research, consumers said that both Microsoft and Amazon deliver a consistent experience with every interaction, which has earned them a high level of brand trust and, in turn, strong brand resonance. That trust and resonance can deliver a 20% uplift in new customer acquisition.

So, brands that focus on consistency show better financial performance, more engaged customers, and loyal fans. The numbers might vary slightly from study to study but the message is clear: stay consistent, and you maximise your brand’s chances of success.

Apple products and packaging
Image: Truly Deeply

Example: Apple

Apple’s sleek design isn’t just for their devices; it extends to their packaging, ads and even their minimalist stores. That consistently clean, crisp, predominantly black and white look reassures customers of quality and attention to detail.

Turning trust into loyalty

So how can you convert those trustful customers into loyal advocates? Think of a friend who’s always true to their word and remains the same awesome person no matter where or when you meet them. Their reliability over time encourages your loyalty.

Brand consistency does that for businesses. When a brand delivers the same high-quality experience every time — whether it’s through their products, customer service or messaging — customers know they’ll be there when they need them. When customers trust your brand, they’re more likely to remain faithful to you,.

In short, consistency shows that you’re dependable and true to your word. It’s about building trust that leads to lasting loyalty. And lasting loyalty means stronger, longer relationships and lots of repeat purchases.

Female Korean athlete with the JUST DO IT. slogan
Image: Daily Commercials

Example: Nike

Nike’s “Just Do It” is more than a slogan; it’s a mantra embedded in their branding. From their ads to their athlete endorsements, it consistently echoes the narrative of empowerment that they’ve built over decades.

Conquering the competition

In a world where options overflow, consistency can be your competitive edge. By building loyalty in your customer base, you shield them from competitors trying to court them. It helps your brand carve a prominent space in consumers’ minds, making it harder for competitors to swoop in and whisk them away. Why would they take a chance on someone else when they know they can rely on you?

Google search engine on laptop and mobile
Image: Google

Example: Google

Google’s colorful logo and simplistic interface have remained consistent over the years. Amidst fierce competition, that consistency has cemented its position as the go-to search engine. So much so that the phrase “Google it” has become synonymous with web searching.

The bottom line

Consistency isn’t just a cosmetic touch-up for your brand; it’s the glue that holds everything together. It’s what turns a good brand into an unforgettable one. So, whether it’s your logo, tone of voice, or customer experience, consistency is the name of the game.

Remember, it’s not about being boringly predictable but about being reliably recognisable. Stick to your brand playbook, and you’ll find yourself forging stronger connections and leaving a lasting mark in the hearts of your audience. The trust and loyalty you instil will have a hugely positive effect on the results you achieve.

Thanks for reading. We hope you’ve enjoyed the article and it’s given you food thought about the consistency of your own brand. Feel free to share it via social media, email it or print it using the buttons to the right.


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