At B is for Brand we’re HUGE fans of consistency but this month we’re asking…is there such a thing as too consistent?
If you’ve followed us for a while, you will definitely have heard us say that consistency is key.
We’ve said it a lot.
But what if consistency could also be the reason your audience gets bored?
Let’s be clear. When we endlessly bang the consistency drum, we don’t mean we want you to feel constrained or be predictable or dull. A great brand should always feel recognisable, but at the same time, with enough variation to keep it fresh.
What’s a great example of this?
Coca-Cola is often talked about as the world leader when it comes to brand consistency. But have you noticed, they aren’t rigid about everything? They’ve mastered consistency and creativity by focusing on the big things and letting the smaller details evolve and flex.
So, what are Coca-Cola’s consistent things?
- The Red. On the core product and in their advertising, it’s always there. You’d spot it as you scroll through social media, from across the road, at a festival, or in the fridge on a hot day.
- The Logo. Instantly recognisable, and even though there are many variations, there’s a tightly controlled system and unique font.
- The Feeling. The universal association with refreshment, nostalgia, and shared moments is a space really owned by Coca Cola.
But look a little closer, they’re not consistent in everything. Their captions change, their social media fonts shift, and their creative campaigns go from sentimental to high-energy. Yet, you always know it’s Coke.
That’s a balance you too can and should aim for…consistency in what truly matters and creativity in how you express it.
What are your three things?
People don’t remember very much. Oh and newsflash, they’re also not paying attention. If you’re lucky, they’ll remember up to three things about your brand. The trick as a brand owner is to plan and control what those three things are.
Ask yourself, what are the core brand elements that you can stick to, even when you’re exploring new creative. (Tip: it’s not always your logo size or your font but usually there is at least one colour involved).
Here are a few more questions that might help:
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What’s the one visual or sensory cue your audience should immediately recognise?
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What’s the feeling you want your brand to spark every time?
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Are you giving yourself permission to be flexible, or are you stuck being ‘consistent’ just for the sake of it?
The truth is, brands that never change can get left behind. Consistency is important, but only if it’s paired with the freedom to be interesting.
If you feel unsure about how to be both playful and a rule follower, that’s where we can help.
If that’s you, get in touch to find out more about how we can help you to build your brand and grow your business.
B is for Brand – Achieve Brand Clarity
