Make your brand consistent & irresistible in 4 steps

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People who behave consistently are often seen as more trustworthy. Consistent behavior means that you always show the same personality, wherever you are and whoever you meet. People who behave inconsistently by showing different faces on different occasions can cause people to become confused and ‘on guard’. Does the same apply to brands with regard to their brand personality, which they show at their many touchpoints?


Why is consistency important?
Recently I saw some examples of advertising for a coffee brand. The brand had some print ads where sometimes they had a lively personality and other times they were chic. When I looked at their Facebook page, it felt very natural. Three completely different personalities for the same brand. Very confusing for customers. I have noticed that brands struggle to deliver a consistent image of a brand.

At TNS we know from experience that consistency in your brand personality at every opportunity and all touchpoints (advertising, but also retail environments, websites, salespeople, direct marketing ) really makes a difference. We have proven, by looking at more than 5,000 brands worldwide, that showing a consistent personality makes brands stronger. These brands have a higher market share and make more profit.

Consistency is the key
Instagram, Facebook, Twitter, product afghanistan telegram number list review sites, retail environments, direct marketing, blogs and more. With the growth of possible channels and touchpoints for brands to connect with consumers, delivering consistency can be quite a challenge. Overcoming this challenge can create synergy between touchpoints and help you deliver your brand message more effectively. This synergy is the true benefit of an integrated marketing approach.

But where do you start if a brand wants to improve its integrated marketing strategy?

Step 1. Create your own visual language for your brand
Step 1 Visual LanguageYour brand’s visual language should match your brand personality. Use images that are unquestionably your brand. These visuals help convey your brand’s story across touchpoints.

A good example is Suitsupply. They call themselves pioneers and are a challenger of the category: they offer the quality of an Armani suit, but for a much lower price.

Suitsupply wants to show that they are a daring, challenging, different and non-conforming brand. This is clearly visible in their visual style. Even the reactions they evoke with their campaigns show that the brand message is coming across.

suitsupply visual language
Suitsupply's bold and non-conforming visual style fits perfectly into the desired brand personality.

Step 2. Find your own tone of voice
step 2 tone of voiceFinding the right tone of voice can make a big difference to the strength of your brand. Especially on social media, it’s not just what you say and when you say it that matters, but also how you say it. A brand’s tone of voice needs to be clear, recognizable and unique.