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The Importance of Brand Consistency

Darren Northeast
Posted by Darren Northeast on 24.08.2023

As a business, building a consistent brand is key to developing a successful business and loyal customer base.

Your brand won’t become a household name overnight, but with a strategically planned identity and a curated message across the media, it is very possible to develop a brand image that everyone knows and, most importantly, remembers. 

Why is having a consistent brand important?

Brand identity is the absolute core of your business. When used correctly, it helps you to create a community of people who have the same values as your business, giving them something to identify with, and creating a stronger connection than current trends. 

This is why having a consistent brand is so important because it makes you memorable. Whether a customer is joining you at the start of your business journey, or five years down the line, having some form of consistency within your identity will give you an edge. This is because consumers will not only recognise your branding, but they will see that the core values they identified with before are still just important to your company, re-solidifying an old connection. 

However remaining consistent is not always an easy task, especially when your brand is not fully developed. Taking the time to generate your brand identity with personal touches makes it easier to stay on brand with your tone of voice and image. This personal connection will also be seen by your customers, which can make them more inclined to support you and your business.

How to get a rebrand right, and why it matters

In the process of a rebrand, each aspect of your business and its messaging needs to be thoroughly developed and communicated so potential customers aren’t confused.

Taking a rebrand one step at a time is essential. By slowly introducing small elements of your new brand, it gives customers a chance to associate different parts of your original brand with your new branding without getting overwhelmed.

Keeping certain elements from your original branding is also crucial, particularly if they have become a well-loved part of your business.

Try to avoid removing these well-loved elements, otherwise, you run the risk of taking away something that everyone has loved for many years, and by removing that element, you may sever any connections they had, causing them to move on. 

Another way to retain customers is by incorporating similar elements and keeping a relatively close tone of voice. That way, if someone is not up-to-date with what you are doing, they will still be able to recognise the brand and continue to support you. 

Where to begin?

Figuring out where to start developing your brand is not an easy task. 

Creating a well-thought-out and gradual development plan is always a good first step, part of which would include building your core values and deciding what special element of your business you want to share with your customers.

Once you have planned everything out and created thorough brand guidelines, it is much easier to stay consistent – not only internally, but externally too, especially if you are working with designers or media agencies.

At Darren Northeast PR, our team is well-versed in creating the right tone of voice for your business. We can help create a good tone of voice for your company with our PR support, so get in touch with us at or call 01202 676762 if you’d like to know more.