What makes you recognize the jingle from a popular fast food chain? Why does a certain color palette invoke your favorite beauty brand? These elements stick in your mind because the brands behind them have been relentless about consistency.

Brand consistency is the secret to a sticky slogan or an iconic, wordless logo (think Nike’s swoosh). And achieving it isn’t just a “nice to have.” Brand consistency can raise brand equity, grow brand loyalty, and even increase sales. 

Becoming a household name may not be possible for most brands, but a consistent approach to your branding strategy can help you stay top of mind for the audience you care about most. This guide will help you and your team stay consistent across channels and every customer touchpoint.

What is brand consistency?

Brand consistency is the way in which your brand shows up across multiple channels and customer touchpoints while maintaining a recognizable look and feel. A consistent brand is one that preserves its aesthetic, messaging, and values no matter where it surfaces.

Why is a consistent brand important?

A consistent brand offers a number of benefits to new and established brands. In addition to creating a professional image of your business, brand consistency is also important for the following reasons: 

It increases brand recognition

Brand consistency can increase brand recognition and brand affinity. Legacy brands like Nike have spent decades honing their brands, solidifying their image with the general public because of the consistency in how they show up. Nike’s swoosh, McDonald’s jingle, and director Wes Anderson’s font choice is instantly recognizable due to their consistent use across everything from advertising to product packaging.

A shot of feet wearing Nike sneakers, taken from ground level
One of the best examples of successful brand consistency is Nike. The brand’s consistent messaging and campaign style have made its “swoosh” recognizable everywhere. Ray Piedra

It builds brand equity

Having a seamless brand…

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