Why Brand Rebels Must Be Tamed: Consistency and Cohesion Matter

Every marketer knows the dread they feel when they see something blatantly non-compliant with brand strategy. It’s especially disappointing when that collateral reaches customers. Those not in the know might think, “That’s no big deal.” Today, I want to give you five reasons why you and every member of your organization – even the rebels – should care about a cohesive brand strategy.

• Differentiation in a competitive market: My first blog for RVLVR this year was on this very topic – why an authentic, unique brand identity ensures customers remember you and are more likely to choose you over your competitors who are flailing in a “sea of sameness.” In fact, 70% of consumers say that their loyalty to brands is influenced by how well the brand differentiates itself from competitors with a less distinct brand strategy (Nielsen, 2022).

• Emotional connection: A well-developed brand goes beyond a logo and products. It creates an emotional connection with customers by aligning its values, needs, or aspirations with theirs. In his book How Customers Think: Essential Insights into the Mind of the Market, Harvard professor Gerald Zaltman discusses his findings that 95% of purchasing decisions are made subconsciously, based on his work in consumer psychology and neuromarketing. Brands that tap into emotional connections can outperform competitors by 85% in sales growth (Harvard Business Review, “The New Science of Customer Emotions,” 2015).

• Consistency across channels: If someone is “all over the map,” it’s difficult to build trust because you’re unsure how they will react. A consistent brand will not only build trust over time, but also reinforce recognition and help create a seamless customer experience. Seventy-one percent of customers expect brands to deliver consistent interactions across all channels, yet astonishingly only 29% say brands actually deliver that experience (Gladly, 2022). Further, companies with strong omnichannel strategies retain 89% of their customers, compared to 33% for those who are less consistent (Invesp, "Omnichannel Retailing: A 2020 Strategy Guide," 2020).

• Attracting people and partnerships: A cohesive brand strategy communicates a clear mission, vision, and values, making it more attractive to people – both employees and customers – who align with the brand’s purpose. Partners seek companies with a compelling reputation and clear market position as well. How important is this? Seventy-five percent of people wouldn’t take a job with a company that has a bad reputation, even if they were unemployed, showing the importance of consistency in employer branding (Harvard Business Review, "Why Your Employer Brand Matters More Than Ever," 2020). It impacts customer relationships too: 89% stay loyal to brands that share their values (Wunderman, "Wantedness Study," 2018).