How do successful organizations streamline their social management? Can one tool really do it all? We'll answer these questions and more on the next #SMTlive webinar. Register now!

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.

Join The Conversation

Upcoming Webinars

  • August 19, 2015
    Hear from Chris Kerns, Author of Trendology, about the latest findings from the Spredfast Research team and their series, The Smart Social Repor...
  • July 14, 2015
    Today's customer is being pulled in many different directions at once, with buying opportunities at every turn. How can you break through the no...


  • May 27, 2015
    Word-of-mouth marketing has always been a powerful driver of consumer behavior. Every experienced marketer knows that customers are mo...
  • May 20, 2015
    In today's marketplace, social media is an integral component for any growing business. But in order for your business to see return on its...