The Power of Brand Consistency - Pearl Creative Agency
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Press Release — Pearl Creative Agency Turns 13
December 13, 2021
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THE POWER OF BRAND CONSISTENCY

Every Instagram post, online video, print ad, even your customer service rep’s script, is an opportunity for your brand to say something about itself. All these interactions—both major and microscopic—combine to form your brand presence.

It’s important to build an ecosystem that delivers the same experience to your audience regardless of where the interaction takes place. That’s how you achieve brand consistency.

Brand consistency:

  • Improves brand recall
  • Reinforces your story and message
  • Reassures your audience of your brand values
  • Minimizes confusion among your audience

Consistency improves brand recall because it delivers the same rich experience wherever your audience sees you. This influences your audience's behavior because people enjoy interacting with familiar and well-liked brands. The time and effort you devote to getting it right is an investment that pays huge dividends.

50 years ago, customers might only have two or three touchpoints with which to interact with a brand. Maintaining brand consistency was much easier back in the day. Now, a brand’s presence spans dozens of marketing channels including traditional and digital ads, signage, marketing collateral, your website, emails, newsletters, social media, and so on.

Brand Consistency Across Social Media

Instagram, Facebook, Twitter, Pinterest, TikTok...the social media space alone is filled with options. Each platform caters to a slightly different demographic (although there's a lot of overlap) and in a slightly different way. Your brand is probably on a few platforms, if not several.

The trick, of course, is to maintain a consistent brand presence across all your social channels.

It goes without saying that your brand identity (logo, tagline, colors, etc.) should be found on every site on which you have a presence. But that alone won't guarantee a consistent brand message.

You need something more. You need to build content that reinforces your brand story and values across the various platforms on which your audience engages with you. However, this doesn’t mean promoting the same content across all your social media accounts. Instead, create an ongoing stream of story-centric content that reflects and reinforces your brand message.

If you haven’t reviewed our 7 Principles of Content Strategy, you can check them out here.

What Does Brand Consistency Look Like?

If it’s hard to imagine what consistency looks like for your own brand, it can be helpful to look at what other companies are doing, even if they’re in different categories.

Choose a brand you’re familiar with, whether it’s Target, Coca-Cola, or Nike, and look at their marketing channels. Visit that brand’s website and its Facebook page, Twitter account, or Pinterest page. Compare a handful of their channels and you'll see their instantly recognizable brand on full display.

Target, for example, uses its social media channels to highlight the brand’s dedication to providing customers with everyday value with a little fun along the way. Target's Facebook page is filled with posts that are clean, colorful, stylish, and engaging. The brand’s Twitter account features different content than its Facebook page, but both reinforce the same values and brand message.

Step back and look at all the marketing channels your brand utilizes. How does each one currently reflect your brand? Are they all communicating the same overall message? Is there room for confusion about what your brand stands for? If so, there is room for improving your brand consistency.

The Bottom Line

Your customers are interacting with your brand on an increasing number of platforms. With more brand touchpoints than ever before, make sure you are communicating the same message across the board. Your audience will be better able to recall your brand and more inclined to engage with your business.

Without brand consistency, you will have an identity crisis that will impact your bottom line. Even large, established brands can drop the ball in this multi-channel world. To ensure your brand is well-defined and consistently communicated, reach out to the Pearl team for help.

Every Instagram post, online video, print ad, even your customer service rep’s script, is an opportunity for your brand to say something about itself. All these interactions—both major and microscopic—combine to form your brand presence.

It’s important to build an ecosystem that delivers the same experience to your audience regardless of where the interaction takes place. That’s how you achieve brand consistency.

Brand consistency:

  • Improves brand recall
  • Reinforces your story and message
  • Reassures your audience of your brand values
  • Minimizes confusion among your audience


Consistency improves brand recall because it delivers the same rich experience wherever your audience sees you. This influences your audience's behavior because people enjoy interacting with familiar and well-liked brands. The time and effort you devote to getting it right is an investment that pays huge dividends.

50 years ago, customers might only have two or three touchpoints with which to interact with a brand. Maintaining brand consistency was much easier back in the day. Now, a brand’s presence spans dozens of marketing channels including traditional and digital ads, signage, marketing collateral, your website, emails, newsletters, social media, and so on.

Brand Consistency Across Social Media

Instagram, Facebook, Twitter, Pinterest, TikTok...the social media space alone is filled with options. Each platform caters to a slightly different demographic (although there's a lot of overlap) and in a slightly different way. Your brand is probably on a few platforms, if not several.

The trick, of course, is to maintain a consistent brand presence across all your social channels.

It goes without saying that your brand identity (logo, tagline, colors, etc.) should be found on every site on which you have a presence. But that alone won't guarantee a consistent brand message.

You need something more. You need to build content that reinforces your brand story and values across the various platforms on which your audience engages with you. However, this doesn’t mean promoting the same content across all your social media accounts. Instead, create an ongoing stream of story-centric content that reflects and reinforces your brand message.

If you haven’t reviewed our 7 Principles of Content Strategy, you can check them out here.

What Does Brand Consistency Look Like?

If it’s hard to imagine what consistency looks like for your own brand, it can be helpful to look at what other companies are doing, even if they’re in different categories.

Choose a brand you’re familiar with, whether it’s Target, Coca-Cola, or Nike, and look at their marketing channels. Visit that brand’s website and its Facebook page, Twitter account, or Pinterest page. Compare a handful of their channels and you'll see their instantly recognizable brand on full display.

Target, for example, uses its social media channels to highlight the brand’s dedication to providing customers with everyday value with a little fun along the way. Target's Facebook page is filled with posts that are clean, colorful, stylish, and engaging. The brand’s Twitter account features different content than its Facebook page, but both reinforce the same values and brand message.

Step back and look at all the marketing channels your brand utilizes. How does each one currently reflect your brand? Are they all communicating the same overall message? Is there room for confusion about what your brand stands for? If so, there is room for improving your brand consistency.

The Bottom Line

Your customers are interacting with your brand on an increasing number of platforms. With more brand touchpoints than ever before, make sure you are communicating the same message across the board. Your audience will be better able to recall your brand and more inclined to engage with your business.

Without brand consistency, you will have an identity crisis that will impact your bottom line. Even large, established brands can drop the ball in this multi-channel world. To ensure your brand is well-defined and consistently communicated, reach out to the Pearl team for help.