Consitency Builds Credibility

So many options so little time. With all the new media outlets: twitter, linkedin, facebook, blogs, web, affiliates, and more; the risk of negative brand credibility is even greater.

Branding Tip: Build your Brand through Consistency

Customers seek out credible resources by asking smart questions; they want to know:

Who your are
What you do
Where is your expertise
Why should they choose you

If you waiver from your position customers, current and potential, become confused and aren’t easy to deal with. You appear undecided and misdirected to the marketplace. Credibility suffers and clients become apprehensive of working with a company that can’t seem to pick a direction. It’s not that they’re harder to deal with it’s that they don’t how to work with you effectively. So how do you build consistency so consumers will decide that the company is confident, stable, and yes, credible?

Visual Image: You want to use the same picture and/or logo across all your media platforms. This lets the consumer know you can be found on the web through multiple channels and it’s the same company regardless of the location.

The visual look will most likely evolve over time. Think of Apple Computer’s logo design that’s changed to keep up with modern technology and evolving product offerings. Over the years, Apple’s consistent brand image has built consumer recognition, loyalty, and trust.

Written Image: Written content is your voice and opportunity to communicate a message that supports your core business offerings. Much like your visual image, your written message needs to be consistent across all channels of communication. What you create, the content, will very much depend on your target audience. Use the same font or typeface with consistent color ranges so that everything is visually the same. It should provide information, insights, and define your unique position in the marketplace. Consumers will recognize it as belonging to your business identity and distinguish it from competing brands.

With all of the distractions out there it will take a few times, or impressions, of people seeing your consistent brand before it stays in their mind. On average, you’ll need to make at least 3 consistent brand impressions before someone takes notice.


By implementing brand consistency you’ll be able to take advantage of the many benefits that go along with it, stability, trust, confidence clarity, recognition, and stability; all of which funnel into a significant competitive advantage, customer loyalty.

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