Tapping Into the Mind of the Consumer With Brand Consistency

Maintaining a customer-focused approach is essential for long-term success in the fiercely competitive business environment of today. There are now two basic approaches that can help a business stand out: applying hyper-personalization techniques and preserving brand consistency. Both methods have demonstrated their ability to drive revenue growth across many companies that vary both in size and industry. 

Brand consistency refers to a company’s image, which includes their message, values, logos, and shopping experience. This brand is communicated through every avenue that is customer facing, including social media, websites, and email campaigns. Even though 76% of consumers say they want consistent brand experiences, an astounding 90% of businesses don’t meet this expectation. This puts them at risk for slower sales cycles, inefficient lead generation, and marketplace confusion. Companies that do make this a priority see a 10% revenue increase. 

Hyper-personalization is also effective. It uses AI and machine learning to collect consumer data and provide predictive recommendations based on their browsing and purchasing history. 90% of consumers find these personalization approaches appealing, which has been witnessed by massive companies such as Amazon, Spotify, and Starbucks. Keeping a finger on the pulse of customer interests has never been as easy as it is today with all of the available customer data. 

How Strong Brand Consistency Drives Brand Success
Source: BrandGuard