Controlling brand consistency is a struggle that many if not all brand and marketing managers face over the course of their working lives.
Keeping track of a global brand across a myriad of communication channels is key to maintaining its strength, which translates into customer acceptance and ultimately sales.
Brand consistency is vital to a business because it builds recognition which consumers use to evaluate their purchase decisions. Consistency also brings clarity which consumers trust.
When consumers trust your brand they become loyal. And what everyone wants is loyal customers.
But what do you do when you start to lose a grip of your brand? You take a hit when the levels and complexity of marketing activity exceeds the amount of control the business has over brand management.
There will be less coherence in the way your brand appears which leads to loss of clarity in the minds of your consumers about what you stand for, leading to lower sales and less return-on-investment in your brand communications.
So what can you do to improve brand management and therefore brand consistency?