Whatever brand promise and identity crafted, there is need to carefully examine its premise, channel, design before they are communicated. When the communication process is on, it may be too late to begin a new change. This process colors the mind of the niche as well as creates confusion. Any manipulation or constant changes in the promise, identity crafting, promise, color, text, graphics, will affect brand memorability and experience negatively.
From day one, brand must make a commitment to ensure that whatever promises it makes or identity chosen, it will stick to it. Have you considered that even in different languages, Coca-cola is recognizable because of its consistent identity design and communication? Consistency of experience is a major problem with most quick restaurants and banks. In some shops, branches, one may have great experience may be due to the quality of internal brands capacity or technology available or any other reasons. In other branches or shops of the same brand, one may get a below zero experience that can lead to negative WOM. Many great brands concentrate efforts on giving clients great experience at their corporate head office and feel a less sense of concern at their branches.
When one thinks about a theory that says ‘a typical consumer requires at least seventeen impressions of a brand-which may be direct or indirect contact- before considering trial use’ what do we think inconsistency of brand promise, experience, and identity can cause a brand? To ensure clarity, brand owners need to work on delivering great experience consistently. Without brand consistency, consumer may confuse the brand association, imagery that helps them keep the brand at the top of the mind. What does brand consistency does? Among other points, let us examine the followings.
1. It helps human persuasion to the brand
2. It builds connection and reinforces brand awareness, trial, and repeat purchase.
3 It builds customer loyalty and advocacy.
4. It enhances trust
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