If there's one undeniable truth about human behavior, it's this: we crave congruence. In other words, disorder and inconsistency unsettle us. Our brains are wired for harmony. When faced with incongruence, our minds become conflicted, making it difficult to make decisions and feel at ease.

Marketers know about this phenomenon and have long tapped into the principle of commitment and behavioral consistency to boost brand recognition. Because as it turns out, customers need to see your brand at least seven times before they commit to a purchase. And, if your brand’s presence and experience is different every time they encounter it, potential customers might not recognise your brand or, resonate with it on a subconscious level.

So, what is brand consistency?

Brand consistency means your brand has to look, sound and feel the same across all your brand touch points so it’s always and instantly recognizable and feels familiar. Only through cohesive messaging and visual language can you build trust and loyalty - and even boost your bottom line (this study found that consistent branding can increase revenue by up to 33%).

The psychology of brand perception

The concept of brand perception and trust can be deeply understood through the lens of psychological principles, particularly the "mere exposure effect." This psychological phenomenon suggests that people tend to develop a preference for things merely because they are familiar with them. In the context of brand perception, this means that the more often a customer sees a brand, the more likely they are to trust and favor it.

For brands, leveraging this effect means that maintaining a consistent and visible presence can encourage positive feelings and trust among consumers. This doesn’t just apply to seeing a logo repeatedly, but also to consistent messaging, values, and emotional appeals that resonate with the audience. Over time, this familiarity translates into trust, not because the consumers have made a detailed evaluation of the brand's products or services, but because the repeated exposure creates a sense of comfort and reliability.

Help your customers trust you

Understanding your target audience thoroughly is essential for effective communication that has what it takes to build trust. By knowing exactly who you're speaking to, you can tailor your messages to resonate with their specific preferences and needs. Authentic communication not only enhances customer engagement but also builds an emotional connection, laying the groundwork for lasting loyalty.

Moreover, trust in a brand encompasses more than confidence in its products; it involves a belief that the brand genuinely cares about its customers' goals and well-being. When customers feel that a brand aligns with their values and actively supports their interests, their trust deepens, fostering a strong, personal commitment to the brand.

Achieving brand consistency

Here are some additional strategies to help you maintain brand consistency:

• Evaluate trends carefully: While it’s important to stay relevant, haphazardly chasing trends can dilute your brand identity. Instead, evaluate how new trends can align with your brand values and mission before adopting them. Thoughtful evolution should enhance your brand, maintaining its core identity while keeping it fresh and engaging.
  
• Conduct regular brand audits: Implement a routine process to review and assess how your brand is being represented across various channels. This includes monitoring social media mentions, analyzing the tone and style of content, and ensuring alignment with your brand guidelines. Use these insights to make informed adjustments and maintain a consistent brand presence.
  
• Establish comprehensive brand guidelines: Develop detailed brand guidelines that cover not only visual elements like logos and color palettes but also voice, tone, and messaging. Ensure that everyone involved in marketing and communication is familiar with these guidelines and consistently applies them across all platforms and materials.
  
• Track brand perceptions and brand health: Tools can help you track the growth of your brand awareness, but also how consistently brand perceptions are with your intentions. Tools like Tracksuit, can help measure your brand health overtime.

Maintaining brand consistency pays off in building a recognizable and trusted brand. An outsider’s perspective on your customer journey and experience can be invaluable. If you'd like to request a free brand experience audit, you're welcome to get in touch.

Author: Effie Asafu-Adjaye
Effie Asafu-Adjaye is the Founder of Beautiful Sparks. Beautiful Sparks helps beauty and fashion businesses get more fanatics in love with their brands, by refining their brand strategy, messaging, branding, content storytelling, and community-building strategy. Read more about Effie here. Linkedin.