With consistency, it’s easy to go by unchanging.
If we seek change, persistence is much better.
Persistence encourages us to change. It encourages us to show up again and again until we get it right.
Blackberry was consistent. While the world of smartphones changed, they stuck to their guns, producing phones with qwerty keyboards until it put them out of business.
This isn't to say consistency is unimportant—it is—but when consistency means turning our back on change because we're stuck in the mindset of ‘this is how people like us do things around here,' then consistency does nothing but hold us back.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?