Does Brand Consistency Really Matter?
Is it Essential, or just another Branding Cliché?
Imagine your local scene: the friendly chai vendor, the familiar “bhaiya” selling vegetables, even our furry friends that patrol their turf. The predictability – the morning commute, the rush hour throngs, the well-worn landmarks – allows us to form a mental map. This consistency allows us to notice even the smallest changes. A new dish at the snack stall, a fresh billboard poster – these shifts stand out because they disrupt the expected pattern.
That’s what consistency does for us. We crave it because it grounds us.
While disruptions can be either exciting or unsettling, they highlight the importance of consistency and the need for a sense of security in our lives. This is why it’s crucial for brands to maintain consistency as well. Not brand uniformity, but a reliable experience that stays true to their core values. That’s what enables brands to build trust and foster a sense of connection with their customers.
More than 70% of customers are more likely to buy from brands that they recognise. It’s all about comfort, trust and the warm feeling of familiarity.
As of 2023, India’s top 75 brands have a combined brand value of $379 billion – A testament to their resilience, stability and consistency.
So how do brands successfully translate this into action?
According to McKinsey, successful brand consistency is grounded in three fundamental pillars:
Customer journey consistency:
Ensuring that customers encounter the same brand message, values and service across multiple touch points.
Airtel exemplifies customer journey consistency through several key strategies:
- Omnichannel experience: Information, promotions, and customer service is readily available and consistent no matter how a customer chooses to interact.
- Brand voice and messaging: By using the same tone, language, and visuals to create a recognisable brand identity.
- Seamless service: Customers expect a smooth transition between different touchpoints.
- Focus on customer needs: Offering relevant solutions, addressing concerns promptly, and ensuring a positive experience at every interaction.
Emotional Consistency:
It describes a brand’s ability to evoke similar emotions and experiences across all interactions with consumers.
Paperboat, an Indian beverage company launched in 2013, set out with a clear mission:
- Positively impact the health of Indians
- Create impact at scale on the ecosystem, especially for farmers
- Preserve traditional Indian recipes, and present them in a way that engages modern, young consumers
They accomplished their objective by tapping into the power of nostalgia. They didn’t bombard you with loud advertising – instead, they offered a range of drinks inspired by traditional Indian beverages enjoyed during one’s childhood. These familiar flavours instantly connected with consumers on an emotional level.
In just three years AFAQS ranked Paper Boat among 2016 top 10 buzziest brands of India. In 2017 Interbrand recognised Paper Boat as a breakthrough brand and by 2019, their FY revenue was ₹189.6 crore.
Paperboat’s commitment extends beyond the drink itself. Everything from the colour palette to the iconic illustrations on the matte white packaging is designed to evoke nostalgia. This design system constantly evolves, ensuring all products, including their new food line, stay true to the brand’s core values.
Communication Consistency:
This refers to delivering a uniform and consistent message across all channels a brand utilises. This includes everything from website copy and social media posts to email marketing and customer service interactions.
Zomato, the Indian food delivery giant, has mastered the art of communication, ensuring a clear, engaging, and recognisable brand voice across all touchpoints. Whether it’s restaurant reviews, food trends, or witty social media posts, the content maintains a consistent tone and style, reflecting the brand’s overall personality.
- Distinct brand voice: Using humour, wit, and current event references to connect with their audiences on a personal level.
- Content strategy: Focusing on creating engaging and informative content that resonates with their target audience.
However, while we champion brand consistency, we are the first to admit that brand consistency isn’t without its drawbacks.
Strict guidelines can stifle creative marketing campaigns, leading to repetitive content. A hyper-focus on consistency can also make brands miss out on emerging trends or fail to resonate with diverse audiences who might require tailored messaging. The biggest risk lies in stagnation – an overly consistent brand might struggle to adapt to changing consumer needs and technological advancements, ultimately becoming irrelevant in a fast-changing environment.
The key lies in being “intentionally consistent.” Brands can, like Paperboat, evolve their core message over time to reflect growth, or use strategic inconsistency for temporary campaigns with a different visual style. Think limited-edition packaging or a playful social media campaign to grab attention for specific audiences.
So how can brands balance consistency while avoiding stagnation?
This is exactly what we set out to achieve with Cafe Vego.
In 2020, with the objective of achieving intentional consistency, we rebranded them and established their entire brand identity, design system, and even a friendly neighbourhood mascot. The design infused vibrant colours and a connection to India, reflecting the cafe’s culinary experience.
Fast forward to 2023. Cafe Vego approached us again for festive packaging. We leveraged the existing brand guidelines as a foundation, ensuring consistency. However, we conducted further research to deepen the cultural connection while elevating the design and customer experience.
This limited-edition collection proved to be a huge success, attracting both existing and new customers, all while staying true to the core values of Cafe Vego.
At the risk of sounding cliched, we believe the statement “Consistency is key” continues to remain a timeless principle in the ever evolving world of consumerism. A comprehensive brand strategy addresses all aspects of the customer experience, overcoming obstacles to build a brand that resonates deeply. An investment in consistency is an investment in your brand.
Brand consistency isn’t about a sleek logo, or a catchy tagline… it’s about infusing a story and emotion into the very fabric of your customers’ lives.
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