10 Aug 2018

Why is Brand Consistency Important?

When you look at the world’s most successful brands, what comes to mind? What keeps customers coming back? In most cases, familiarity plays a huge role in client retention.


Think about it – you can walk into a McDonald’s anywhere in the country and find a Big Mac on the menu. It doesn’t really matter if you’re in New York City or a small town in Kansas, everything will be the same. The prices, the uniforms, even the décor of the store. Most customers find this comforting – they know what they’re getting before they even walk in.


Apple is another great example. They have defined themselves through the slogan “Think different.” They prove this time and time again by being the first to release sleeker, faster, innovative technology.


So, why is this important?


It’s crucial that your brand develops a voice and personality of its own, one that customers can relate to and expect to see whenever they encounter your brand. In many ways, you aren’t just selling a product or service – you’re selling the customer on your brand.


It doesn’t have to be something as iconic as the McDonald’s Golden Arches, either. Something as simple as consistency when it comes to the colors, fonts and shapes used in your promotional materials can make all the difference. Giving your customers something to look for that positively reminds them of your brand, enforces recognition and gives you better “top-of-mind” awareness.


Two of our clients have seen exactly what kind of advantages having a strong sense of brand consistency can do for their business. Not only did they gain insight into what defines their brands respectively, but they both experienced an increase in customer interaction and brand recognition.


Now, the important question. How did we do it?


ARVC capitalized on consistent branding when designing the promotional materials for their 2017 conference. Their program guide and mailing materials were consistent, eye-catching and familiar to their client base. Throughout all of their printed materials, you see the same logo, color scheme and language and stylized photography. We chose to offset the bold logo with a more organic, script-style font that emphasizes the down-to-earth nature of the brand. This not only makes it easier for their customers to interact with them, it helps to establish the legitimacy of the brand.


RAM followed the same strategy, making sure everything associated with their brand (down to the business cards) reflected the same sleek, professional style they had already developed. We incorporated elements of their logo throughout their printed materials, creating a cohesive visual experience. For example, the striking red and black color scheme and repeating circle pattern found in their logo are mirrored subtly through simple details like the page numbers in their informational booklet.


Through these simple steps, both brands have solidified their place in their respective industries, strengthened their relationship with their customers, and developed a better internal understanding of what exactly their brand offers.



I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!