‘Without repetition, how does a brand create consistency?
And without consistency, how does a brand maintain value?’
Brand can be perceived as the core of a product, its identity, and if used suitably, it allows your business to stand out among the others. It is a sort of advertising that never renews itself, but at the same time, always keeps its innovative function.
Branding is the process of creating an icon, an identity, and a confidence pact between you and your customer.
The importance of brand lies in its consistency, ‘as strong consistent branding reinforces your identity and drives positive sentiment and trust.’ (Surefire Media, 2016).
Moreover, communication is an important tool that reinforces, through the media, the brand’s visual, strategic, and market standards.
As Villanueva states:
‘Establishing brand consistency throughout your company is about more than just setting the standards. Keeping your brand consistent, means you must uniformly brand yourself to your current prospects and existing customers.’ (2010).
To achieve this, a grounded image and a strong production, organised by a well-designed process, are the things that are fundamentally necessary.
However, without consistency, it is impossible for a brand to build up something concrete within this field.
Apple, for example, thanks to its consistency and communication, has always kept its brand at top.
In fact, apart from its colour, Apple’s logo has never changed its shape, always keeping its simplistic form. This simplistic form is effective as it reflects the simplicity that is core to the brand both in its product design and user interface, and has allowed this brand to become one of the most recognizable in the world.
‘To survive in a sector marked by rapid change and constant disruption, it is essential to adapt and evolve before customers become dissatisfied.’ (Financial Times, 2016).
It is wrong to conceive changes in terms of inconsistency, but in terms of ‘developing something with coherence’, without altering its original value.
Surely communication medias as advertising campaigns cannot afford to be repetitive, but important elements if modified can tend to modify the product itself, which represents the promise, the pact, and the trust the customer feels for the whole brand.
It is a sort of life insurance: I like that product. I will supply for life.
So if we take Apple where the look of a product will change due to the times, customers can depend on its simplicity.
Consumers are always seeking what mixes innovation and tradition, as Nikolov elucidates:
‘Consumers want to buy from brands they know. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as an organization. When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you.’ (2015).
Financial Times. (2016). Apple clarity and communication keep brand at top – FT.com. [online] Available at: http://www.ft.com/cms/s/2/bff677c0-ef22-11e4-87dc-00144feab7de.html#axzz3yweH6L00 [Accessed 2 Feb. 2016].
Nikolov, B. (2016). Three Reasons Brand Consistency is so Important. [online] Venveo. Available at: http://www.venveo.com/blog/three-reasons-brand-consistency-is-so-important [Accessed 2 Feb. 2016].
Surefire Media. (2016). The Importance of Brand Consistency. [online] Available at: http://surefiremedia.co.uk/blog/importance-brand-consistency/ [Accessed 2 Feb. 2016].
Villanueva, B. and Villanueva, B. (2010). Brand Consistency – What it can do for your business. – Rand Group. [online] Rand Group. Available at: http://www.randgroup.com/insights/brand-consistency-what-it-can-do-for-your-business/ [Accessed 2 Feb. 2016].