Consistency is Key, But Does it Box Us In? Exploring Brand Innovation

Have you ever stopped to look at your brand and questioned, "Am I being too consistent?" Consistency is certainly key in establishing brand recognition, customer loyalty, and overall trust, but could this relentless adherence to what is known and familiar confine us from tapping into uncharted territories?

In today's fast-paced world, innovation and differentiation are prerequisites for staying afloat. Brands need to periodically break convention and venture into the unknown in order to stay ahead. However, the question on every brand owner's mind is, when?

Let's throw light on the concept of brand consistency, its importance, and how to strike the right balance between consistency and dynamism with innovative approaches.

The Power of Consistency: What Does It Mean?

Close your eyes for a moment and think of your favourite brand. The feelings you associate with it, its logo, colours, and even the quality of its product or service are likely the first things that come to your mind. This is not by accident, but by design. A consistent brand nurtures familiarity, which over time, evolves into trust. This trust subsequently improves customer loyalty, ultimately boosting sales and profit margins.

The Flipside: Are We Restraining Ourselves?

While consistency has its merits, brands must also be cautious about embracing it to such an extent that innovation suffers. Doing the same thing over and over again, despite its success, can lead to stagnation, a lack of differentiation, and ultimately, undermine growth potential.

Recognizing the Right Moment: When Should You Break Convention?

The timing of when should you break with convention and try something new depends on a multitude of factors. A few key indicators include:

  1. Industry Shifts: Are there changes in your industry that necessitate a need to rethink the way you've been doing things?
  2. Customer Feedback and Behaviour: Are customer behaviours or expectations changing? Do they hint at a need for something new or different?
  3. Performance Metrics: Are sales or growth stagnating? Do your analytics suggest the need for a new or fresh approach?

Conclusion: Striking the Right Balance is Crucial

While the question of when exactly to break convention is crucial, so too is the question of balance. Brands should approach change tactfully, not forsaking their core identity. Instead, they should blend the old and the new in harmonious ways that facilitate growth while preserving what their customers love about them.

Breaking free from the so-called 'consistency box' does not mean negating one's roots, but branching out from them. It's not just about trying something new, but creating a richer mix that's both surprising and familiar at the same time. So, to thrive in this dynamic marketplace, start questioning, innovating, and ever so subtly, break some rules. Your brand depends on it.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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