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When your marketing efforts present a similar message with a matching voice, color palette, and visual style across all channels—online and offline—it enables people to recognize your brand and understand what you offer. Brand consistency helps you stand out from the competition and encourages people to engage or buy.
“Having a unified brand message goes a long way toward helping you connect with your target audience,” says Jon Holbrook, Product Marketing Manager at Mailchimp. “When you communicate your brand message consistently, your marketing is more persuasive and credible, which drives business results.”
Keeping your message and image fresh is an ongoing part of brand maintenance. Brand consistency requires that any changes reflect your established message to ensure that it continues to resonate with your audience.