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The Negative Impact of Inconsistent Branding

Brand consistency is important, just take a look at the email I received today (2nd July 2013)  from Dot Com Gift Shop.  I’m a long standing repeat customer and have enjoyed seeing the brand develop a strong online identity over the past few years.  Much as I like the business however, their latest email was jarring, with a visual style completely at odds with their usual branding.

"Inconsistent branding makes it harder for people to
verify the authenticity of your communications"

Take a look at the screen grabs below and consider the fonts, colours and general styling. Do you see any visual consistency?


The Effects of Brand Inconsistency

  • The email shown on the left hand side uses visual cues completely at odds with those used on the website, for example,  yellow stars with red writing scream out bargain outlet store and do not fit with or reinforce the quirky retro feel of the website and brand in general
  • The fonts amd colour palette used in the email are totally different to those used on the website
  • The email is not in-keeping with the brand identity of Dot Com Gift Shop and looks like it’s from a totally different business

If your branding isn’t consistent it is harder for people to verify the authenticity of your communications, making them less likely to convert as a direct result.  Lack of visual consistency also looks careless and unprofessional which will have a negative impact on customers perception of your brand.


Why Branding Consistency Is Important

  • Helps you to differentiate your business, making you stand out in your customers minds
  • Gives your business a personality and an identity that people can relate to
  • Effectively delivers and reinforces your key messaging
  • Meeting customer expectations helps to drive authority and trust in your business
  • Drives customer loyalty and brand evangelism

Branding consistency doesn’t mean that all communications from a brand should look identical, but there should be a number of standards in place that help to ensure that both your key messaging and visual branding is clearly and consistently applied.

This makes a lot of sense, as strong consistent branding reinforces your identity and drives positive sentiment and trust – critical components in the customer decision making process.

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