Why consistency is key to a positive brand experience
November 30, 2018
It’s been proven in many studies that repetition is the key to familiarity and recognition in consumers. It’s often said that the most effective message is one that’s repeated – and that doesn’t just mean slogans and straplines. From tone of voice to visual branding and physical spaces, even down to customer experience when interacting with staff – displaying a united image is hugely important.
Brands that cultivate a consistent image effectively build loyalty and trust in their customers. When customers have a consistent and dependable interaction with a brand, they feel that they can rely on them time and again for the same experience. A clear example of this is in hotel chains or restaurants. Customers feel comfortable eating in a familiar chain such as Wagamama or staying at a Hilton Hotel because they know exactly what to expect. One study even quantifies how consistency can affect an organisation’s revenue, with brands that present a unified identity earning up to 23% more on average.
A consumer’s experience within the physical space a brand occupies has a big impact on their perception of the organisation. At Aura Brand Solutions, we’ve supported a wide range of organisations to create spaces that effectively represent their brand image, from decorating building exteriors to refurbishing interior surfaces and furniture to ensure an overall continuity of design.
A united brand image is also important in spaces that aren’t necessarily customer facing. Staff are one of the most important assets and ambassadors of a brand, so their physical working environment should reflect the identity of the whole organisation. We’ve helped many organisations achieve this in their workplaces – for example HSBC’s office interiors were transformed using printed wall wraps and cut window films to reflect the brand image.