TL;DR!

In this podcast episode, we discuss the importance of consistent branding and the major problems inconsistent branding creates. We explain that your brand makes a first impression on customers, so incoherent branding across channels confuses customers and erodes trust.

Research shows inconsistent branding can reduce purchases by up to 30%. We contrast accidental, disjointed branding with deliberate brand consistency exemplified by Coca-Cola. We state that while specific brand colors aren't needed, strategic coherence in messaging and visuals builds engagement. We then dive into common website branding issues like unclear purpose, lack of integration with business strategy, confusing copy, and lack of user focus!

The detailed bit:

What is a brand?

• A brand identifies a seller's products/services as distinct from competitors. 
• Branding imbues products with the power of the brand.

Who’s affected by your branding?

• Consumers: Brands provide decision-making shortcuts (and can lead to 30% loss in revenue if you mess it up!)
• Employees/shareholders/partners: Branding affects reputation, desire to work there, and overall engagement. 

What is brand consistency?

• Customers receive the same impression and experience interacting with a brand across channels. This builds familiarity and confidence.

What are heuristics?

• Mental shortcuts people use to simplify problems and avoid overload. Help us reach quick conclusions.

Who is Lumpy Space Princess?!

 https://adventuretime.fandom.com/wiki/Lumpy_Space_Princess 

How big is the branding consistency issue?

• 8% of organizations have brand guidelines, but only 30% enforce them. Results in off-brand content.

Why consistency matters:

• Inconsistent branding is confusing and erodes trust.
• Can reduce purchases by 30%.
• Strong brands like Coca-Cola deliberately ensure consistency.

Common website branding issues:

• No defined purpose
• Lack of integration with marketing, culture
• Unclear purpose and confusing copy
• Too much jargon
• Unclear value proposition and tone
• No visible user problem solved
• Poor user experience

This leads to high bounce rates and loss of conversions. The key is keeping user experience consistent across branding.

Let's continue the discussion! What branding consistency issues have you faced? Which companies excel at consistency?

Get in touch! eloise@olimcomms.com or say hey at https://www.linkedin.com/in/eloiseleeson/