brand-consistency

Brand Consistency Examples

Brand consistency is the ability of a brand to market itself in a way that is consistent with its identity, values, and overall strategy.

For businesses, brand consistency focuses on building consumer trust and loyalty via messages that are always in alignment with their identity and values.

When this is maintained over a period of time, brand consistency leads to brand recognition and competitive advantage.

Brand consistency does not discriminate on the nature of marketing messages so long as some aspects of the message are recurrent.

This may include the tone of voice, certain graphical elements, slogans, or the consistent application of a brand’s values to real-world situations.

To better understand this concept, we have included some examples of brand consistency in the following sections.

Brand consistency examples

Netflix

netflix-business-model
Netflix is a subscription-based business model making money with three simple plans: basic, standard, and premium, giving access to stream series, movies, and shows. Leveraging on a streaming platform, Netflix generated over $29.6 billion in 2021, with an operating income of over $6 billion and a net income of over $5 billion. 

Netflix promotes its brand across multiple channels with quotes from famous movies and television shows in a way that is fun, energetic, and sometimes even self-deprecating.

The Netflix brand has managed to stay remarkably consistent as the company has transformed from a mail-order DVD rental service to a video streaming platform and now a movie and television show producer. 

Consumers trust Netflix because it continues to deliver quality content in a dynamic and extremely competitive industry.

Starbucks

starbucks-organizational-structure
Starbucks follows a matrix organizational structure with a combination of vertical and horizontal structures. It is characterized by multiple, overlapping chains of command and divisions.

Starbucks achieves remarkable brand consistency despite operating almost 33,000 stores around the world. After suffering a sales slump in 2011, decision-makers instituted some major changes to the company’s logo.

Perhaps counterintuitively, the words “Starbucks” and “Coffee” were removed from the logo. This move coincided with a new line of Starbucks merchandise such as coffee mugs and shirts.

Both initiatives showed consumers that the company had a clear intention to offer a wider range of non-coffee-based products.

It also showed that Starbucks had enough confidence in its brand that the famous Starbucks Siren could easily be recognized on her own.

The simplified logo which appeared on all company products increased the brand’s visual identity and made it stronger as a result.

With a consistent brand and access to a larger target audience, the company’s stock price tripled in the months after the rebranding was launched.

Heineken

Dutch brewing company Heineken is notable for its event-based marketing campaigns characterized by high production value.

These campaigns tend to target younger consumers with a busy social life using sports, music, and innovative graphics that reinforce the brand’s green color palette and a distinctive red star.

When founder Gerard Heineken brewed the first Heineken beer in 1873, he established a commitment to quality that persists almost 150 years later.

This level of consistency means consumers know what to expect when they purchase Heineken products. 

Heineken himself also realized early on that beer was a social product and that the easiest way to make friends with a stranger was to buy them a drink.

To that end, he focused on selling the Heineken brand rather than the pilsener beer contained in each bottle.

This approach to marketing, which continues to this day, allows the company to promote universal values of friendship, social status, and a good time to a global audience of beer drinkers.

Key takeaways:

  • Brand consistency is the ability of a brand to market itself in a way that is consistent with its identity, values, and overall strategy.
  • Netflix has found a way to consistently promote its brand despite wholesale changes to its business model and the wider industry. Starbucks simplified its green and white logo to promote its coffee and non-coffee-related products. The company’s high brand equity and consistent messaging were such that the removal of two important words from the logo made its brand even more recognizable.
  • Dutch brand Heineken made a commitment to quality that it has honored for more than a century. Founder Gerard Heineken also realized the importance of promoting Heineken as a brand that appealed to universal consumer values such as friendship, social status, and fun.

Read Also: Marketing Strategy, Go-To-Market Strategy.

Marketing Glossary

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

brand-building
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

what-is-brand-equity
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

brand-positioning
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

business-storytelling
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

integrated-marketing
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

marketing-personas
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Multi-Channel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

multilevel-marketing
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Niche Marketing

microniche
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Sustainable Marketing

sustainable-marketing-green-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
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