While the word branding is much more popular, the true essence of brand consistency is not fully understood. Brand consistency is an organization delivering branding messages aligning with the core values and brand identity elements. This helps the brand in building a cohesive consistent brand identity and thus giving a unified experience for both the existing & potential customers.
With brand consistency, the brand becomes more recognizable and trustworthy. The customers start recognizing your brand on a personal level and thus connect with a reliable feeling. Brand consistency can become quite difficult for an organization to maintain, given the quick shift in marketing trends and customer behavior. One of the major hurdles for the smaller organization is the personality of the creator outshines the personality of the brand. While in the case of the larger organization when seen as a whole picture, the online and offline marketing is disjoined.
