“I love constant change and uncertainty!” – said no one ever.
We all have that flakey friend who constantly bails on plans, shows up 20 minutes late on the rare occasion they don’t bail, and can’t seem to return a text message in a time frame even slightly considered to be appropriate to save their life. When this starts to feel like a pattern, chances are this isn’t going to be the friend you call for anything anymore, and you’re not exactly going to be racing out the door the next time they call you to hang. If your go-to take out spot suddenly starts getting every other order wrong, it’s not going to take long before you find a new go-to, because few things in life are more frustrating than getting home to dive into dinner just to realize it’s not at all what you ordered. First world problems, we know.
Consistency with everything in our lives builds trust, and trust creates loyalty. When inconsistency starts to become consistent, that trust is quickly broken, and we all know broken trust is almost impossible to get back. The same concept goes for your brand, and should be strongly considered every single time you put it out there for people to see. It’s also important to remember a brand doesn’t exist within a company or an organization, a brand truly exists in the minds of your customers, and you definitely don’t want to be that flakey friend in their minds. Luckily, consistency is our jam, and we’re here to help it be yours, too.
It takes 5-7 brand interactions for a person to remember that brand. With all the ads we’re bombarded with on a daily basis, offering a variety of products and services across a multitude of industries, if your brand isn’t consistent, it doesn’t stand a chance of standing out from the rest. If you’re constantly changing the colors of your logo hoping to make it stand out every time a new competitor comes to town, you just restarted the “5-7 brand interactions count.” If you’re constantly changing your tagline or your message, it instantly sends the message of inconsistency to potential customers before you get the chance to build their trust; or worse, it starts to breakdown the trust you’ve worked hard to establish with your existing customers.
The good people at PPAI (Promotional Products Association International) have teams that are constantly conducting surveys and researching statistics for us to share with you. Their efforts and analytics continue to prove why a strong brand truly is the foundation for growing your business. It also continues to confirm why brand consistency is necessary to not only reach new customers, but to retain customer loyalty for the long haul. Their most recent findings are pretty consistent with research conducted by other industries on the topics, so we’ll let these little nuggets of information speak for themselves.
- It only takes 10 seconds for consumers to form an impression of your brand
- Color improves brand recognition by up to 80%.
- Music can increase brand favorability by 46% (totally random, but intriguing, no doubt)
- Consistently presented brands are 3.5 times more visible to customers than those presented inconsistently
- Presenting a brand consistently across all platforms can increase revenue by up to 23%
- 94% of consumers say they’re likely to be loyal to a brand that offers complete transparency
- 71% of consumers are more likely to buy a product or service from a brand they trust (remember – consistent branding creates trust)
- 43% of customers spend more money on brands they are loyal to (first comes trust, then comes loyalty)
- 43% of customers stopped doing business with a company because they lost trust in the company
- It costs 5 times more to acquire a new customer than it does to retain a returning one (did we mention the importance of earning customer loyalty?!)
Bottom line people – there is a substantial difference between putting your name with a logo out there and putting your BRAND out there, and you can’t argue the facts that even the coolest branding will fall by the wayside if it’s not presented consistently. Here at Brand-On, we strive to help give your brand the attention it deserves, well beyond the transactional point of selling promo. We push ourselves to stand out from our competition, and when we’re able to do the same for you, well, we just think that’s a pretty neat thing.
For more ideas on how we can help you amplify your image, go to brand-on.us/contact-us/ where you can also subscribe to our newsletter to get the latest on sales, product releases, industry news and more. Don’t forget to follow us on instagram using the handle @brand_on.life – all the cool kids are doing it.