Brand consistency is an important factor in marketing. If you receive an email or other marketing material from a brand with visual style that is completely at odds with usual branding efforts, it could cause significant confusion and distrust.

The fact is, inconsistent branding makes it much more difficult for your customers to verify how authentic your communications actually are. There are several factors that go into making a consistent brand, including the colors, fonts and overall styling. Is there any type of visual consistency present?  If not, then your business will most likely suffer from these branding inconsistencies.  

The Negative Effects of Brand Inconsistency

One of the biggest negative impacts of an inconsistent brand is losing your client’s trust. If your online presence and the marketing materials aren’t aligned, then it may lead those who are making the purchasing decision to question whether or not your products or services are being held to a high standard. A buyer wants to see that all aspects of a company are well-thought out and well-organized. If this isn’t the case due to brand inconsistencies, then it may result in customers going elsewhere.

Being Forgotten Amid all the Noise

Creating a consistent brand goes much further than just creating a tagline and logo. It is crucial that everything your customers see before, during and after their purchase is aligned. The design elements and messaging on your website needs to align with the marketing efforts you have used. You don’t want to confuse your customers. If you don’t have a clear website and your value statements aren’t apparent, then your messages are not going to “stick.” With only a few seconds to capture a customer’s attention, you have to make sure your brand is clearly communicated to create a lasting impression.

Having Your Company Associated with Subpar Quality

Your brand is always setting up customer expectations. Imaging and design is a large part of your overall brand, but you should also think of all your brand materials as puzzle pieces in a larger entity; if you don’t make things consistent across the board, then your entire image may be considered of low or poor quality.

As you can see, there are a number of negative consequences that may arise if you have issues with branding inconsistencies. Make sure this isn’t a problem with your website, as it is something that is going to cost you in the long run.  If you need help with branding, contact Brady at Solutions Digital Marketing today at 425-689-7991 or brady@solutionsdigitalmarketing.com

Sources:

https://www.researchgate.net/publication/283354089_Impact_of_Negative_Quality_Inconsistency_on_Brand_Loyalty_-_Case_of_Croatian_Food_Market

http://ojs.ebrjournal.net/ojs/index.php/ebr/article/view/306