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The Purpose of Consistency

By: Kaitlin T. Gallucci

It’s been reported that it takes five to nine impressions for a consumer to internalize a marketing message, and 17 impressions before they make a purchase… that’s a lot. If branding is inconsistent (or incoherent, depending on your preference), it will take even longer. Why? Maintaining consistency will enable a brand message to resonate with consumers – they can’t get to know you if you present yourself differently every time they see you, and they can’t trust you if they can’t get to know you.

It’s like meeting a person for the first time. At the first encounter he or she is a stranger, but you’ll walk away with an understanding based on the impression you developed — what the person looked like, how he or she spoke, the information shared. If you meet again, you’ll expect to see more of the same. If at the next meeting, his or her appearance and personality is different, your initial impression has been contradicted. “Is this the same person?” It will probably become difficult to trust this person; you’ll never know what to expect.

If a consumer needs to see you 17 times before making a purchase, they need to be able to recognize you.

Consistency is not boring. Recognition is not repetition. Even when getting to know a new person, they’ll be wearing a different outfit each time, maybe their hairstyle will vary, but the core features will remain the same. Branding is not about the words being used, but about the message being conveyed.

If the consumer can recognize you, they can get to know you. If they get to know you, they can trust you. If they can trust you, they can buy you, and like you.

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About the Author

Kaitlin T. Gallucci is a marketing strategist, copywriter, and blogger located in New York. Get in touch by visiting her website or following her Twitter.

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