When Leon Festinger carried out his study into his theory on cognitive dissonance in the 1950s, he found that we naturally avoid dissonance (conflict, or a difference of opinion) because we want to stay consistent. He theorised that as humans, we value consistency and actually see it as a motivator, and are dissuaded or made to feel anxious or uncomfortable when something is inconsistent with our beliefs.
That means we tend to do things like select the people we voluntarily spend our time with, pick the programmes we watch, and choose the products we purchase based on our consistent (and shared) beliefs. And since Festinger's findings, this value in consistency has been applied throughout business and communication since that time, especially when it comes to branding, marketing and advertising.
What exactly is branding?
It may seem a bit simplistic to ask 'what is a brand', but in context to consistency, defining branding helps us to ascertain why consistency is so important.
Branding can take two separate, but not mutually exclusive, forms. Firstly, there is visual branding - the visual identity, and the 'tone of voice' created by that identity - this can include logos and graphics, through to copy, communications and materials.
Then there is the message that the branding conveys - the core purpose, values and organising principle of the company or organisation. In essence, branding is a way to create a relationship between the company and the consumer. This is why consumer research is vitally important in brand development.
Best Practices
The aims of good branding should be the consistent faithfulness to the company's core values and organising principle, and keeping this central to the branding. In terms of company-consumer relationships, this consistency helps consumers to build trust; consistency forms a connection to drive awareness and recognition, and reinforce trust, which in turn encourages loyalty, promotion, and repeat purchases or business.
Recognition of a brand may be a long-term process, and the most successful brands throughout history have adhered to these best practices, to a high level. This means that they have been able to constantly deliver on their core values and brand promises, but also improve upon and drive the brand forward, keeping it fresh and modern. Apple, Nike and Pret A Manger are all great examples of brands that have been consistent but progressive in a dynamic global marketplace.
So whilst a branding may slowly evolve over time, at its heart the brand remains consistent. In a world where the Internet has driven personalisation and customisation throughout a diverse customer base, there has to be some room for flexibility within branding. But drifting away or watering down of the core values and distinct positioning is seen as inconsistent, and therefore untrustworthy and negative behaviour.
Delivering Consistent Branding
At Armcom, we're more than capable of delivering a comprehensive 'future proof' branding package. Our approach to identifying the best creative solution will depend entirely upon your company or organisation, your values and your branding requirements.
Our ultimate aim is to find the most effective and engaging way to bring products, services and core brand objectives into alignment. We can help to define your brand's core principles, and ensure that your branding remains consistent throughout all marketing and communication media, boosting brand recognition and building a trusting relationship with your customers.
