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Consistency is Still Important
By: Kaitlin T. Gallucci
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As the recent Branding Forward survey revealed, 73% of marketers believe that “the days of strategic consistency are over,” which struck me as odd. However, perhaps this popular opinion developed as maintaining strategic consistency has become more challenging.
As Lucy Hunt describes, maintaining consistent branding has become difficult in the digital age with the rise, evolution, and multiplication of digital platforms and communication channels. According to Hunt, “research shows that businesses with well-managed, consistent brands are worth up to 20% [more] than those who aren’t.” How exactly does inconsistency hurt a brand’s value?
Branding consistency is a primary means of brand recognition. Imagine if a company didn’t maintain a consistent brand name; not only would it probably go virtually unknown, it would appear unreliable, not to be trusted. Of course, a brand lacking an identifiable name may be an extreme example, but the idea is relevant. Inconsistent branding — from something as major as a logo to something as seemingly minor as a brand’s social “tone of voice” — is poor branding. As Hunt writes, “poor branding may actually be more detrimental than no branding at all, and cause consumers to lose trust in you and what you stand for.”

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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