The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Regular readers of Branding Strategy Insider know we welcome and answer marketing questions of all types. Today, Barbara, a marketer from Washington, D.C. writes…
“I am looking for articles that address the question of how consistent must a brand be in order to still be effective. Are you aware of any research that shows that a slight departure from a brand, e.g., a slight departure from a dress code of a retailer, would or would not have a significant effect on a brand?”
Thanks for your question Barbara. Consistency truly is the name of the game in brand identity. The more consistent the brand is across all customer touch points and over time, the more the brand will have made a firm impression on people and will be easily recognized by people. I know this from years of experience with brands that have done this well and brands that have done this not as well.
Regarding specific research to back it up, I would consult one of the following publications:
- Journal of Brand Management
- Journal of Product & Brand Management
- Journal of Advertising Research
- Journal of Business & Retail Management Research
- Journal of Marketing Research
By the way, consistent execution of the brand identity does not need to lack creativity or be uninspired. A comprehensive and flexible brand identity system will allow for optimal use of a brand's identity in a variety of situations while still providing for the consistency required for easy brand recognition.
I wish you great success in managing your brand's identity consistently.
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