Digital
8 min read
Why consistent brand experiences are the key to success
Consistent brand experiences across different platforms: A unified design builds trust and facilitates recognition, as demonstrated by the example of Fantastical.
In an increasingly digitalized world, where we interact with countless brands on various platforms, a crucial question arises: Why do some brands stick in our memory while we quickly forget others? An important part of the answer lies in consistency. Brands that provide a uniform and continuous experience across different channels build trust and leave lasting impressions. But why is consistency so important — and how do brands manage to maintain it?
What does consistency in brand experience mean?
Consistency means that a brand conveys the same tone, visual identity, and message at all touchpoints — whether on the website, in an app, on social media, or even in a physical store. No matter where the customer interacts with the brand, they should feel that it is a cohesive story.
For example, when you visit Apple's website, you experience the same high-quality, minimalist aesthetic as in Apple Stores. The layout, colors, product images — everything follows a clear line. This builds trust because you know that you can always expect the same brand quality, regardless of where you interact with Apple.
Why is consistency so important?
1. Build trust
People trust things they know. When a brand constantly changes its identity or presents itself differently across various platforms, it becomes difficult to build a trusting relationship. Consistency conveys reliability and the feeling that one can rely on the brand.
Consistency fosters positive emotional connections — users, regardless of age, intuitively connect with familiar brand surfaces.
2. Promote Recognition
A brand that appears consistently is easier to recognize. Think of the red Coca-Cola can or the Nike Swoosh logo. These symbols are universally known because they are always presented in the same way — whether on posters, in TV commercials, or on the products themselves. This type of recognition is invaluable because it instantly reminds customers of the brand.
Consistency fosters positive emotional connections — users, regardless of age, intuitively connect with familiar brand surfaces.
3. Strengthening Emotional Connections
Consistency means not just visual uniformity. It is also about conveying the same emotional message across all platforms. If a brand appears humorous and relaxed on social media but is stiff and formal in its physical store, a break in brand perception occurs. Customers then find it harder to connect with the brand emotionally.
How do brands create consistency?
1. A strong visual design system
Brands like IKEA or Google use a well-defined visual design system. This system establishes colors, fonts, imagery, and layouts that are used across all communication and sales platforms. Through this system, teams worldwide can present the brand consistently, whether on a website, in an app, or in an advertisement.
A strong design system ensures clear structures and consistent user experiences, regardless of the device. This also includes clear and consistent layout design.
2. Maintain consistent tone and language
Not only design, but also tone and language play a major role. Brands like Nike have a distinctive, motivating language that runs through all channels. Whether in social media, advertising, or on the website — the message is always the same: “Just Do It”. This linguistic consistency enhances brand identity.
3. Content strategies that fit together
A consistent brand tells the same story everywhere. Here, storytelling is crucial. A brand should have a coherent narrative that unfolds across all platforms and strengthens brand values. For example, Coca-Cola often focuses on the theme of “joy and belonging” and conveys this message through advertising, social media, and even product packaging.
What happens when consistency is lacking?
When a brand appears inconsistent, it becomes difficult for customers to understand or identify with it. An inconsistent appearance leads to confusion and can undermine trust in the brand. Customers might think that the brand does not know its own identity or that it cannot convey clear and stable messages.
Another problem of inconsistent brand communication is the loss of recognition value. When a brand constantly changes, the clear associations that customers have with it disappear. This can lead to the brand losing out in competition with others because it becomes less present and memorable.
Conclusion: Consistency pays off
The most successful brands understand that consistency is key to anchoring themselves in the minds of customers. A cohesive brand experience builds trust, strengthens emotional connections, and promotes recognition. It is not enough to be great at just one touchpoint — brands must present themselves consistently everywhere to be successful in the long term.
The next time you interact with a brand, pay attention to how it presents itself across different channels. Are the messages clear and uniform? And above all: What does it feel like to experience this brand? If it feels familiar and reliable, you are likely experiencing the result of a well thought out, consistent brand strategy.
— Tim Söther
