Maybe you’ve heard the old adage that markets hate uncertainty. They don’t like it when a lot of changes are happening because change makes the future more difficult to predict. Up and down swings become more volatile.

Well, the same thing is true of people: we want business and brand consistency.

This means we can trust them. That we know what they do. It makes it more likely for them to pop into our heads when we have a problem they can solve — or when we know someone who has a problem they can solve.

When you are wildly changing what you do, it creates confusion. People feel uneasy utilizing your services. And they will struggle to even remember what you do. 

Here’s an example.

Imagine if you drove down the highway and saw this billboard.

And then a little further down the road, you saw this billboard:

How likely are you to connect that first billboard to the second? And would you worry that Buc-ee’s totally changed its image to have more of a spa-like atmosphere seemingly aimed at women?

Brand consistency serves a business purpose. Creating and sticking to a clear marketing strategy can help people remember you and trust that you will deliver what they expect.

Struggling with brand consistency? We can help.