Fuzzy Duck is brought to you LIVE from wonderful Wayzata. Today’s show is all about consistency and we’ve got a lineup you won’t want to miss. Stay tuned as we dig into why sticking to your brand story matters…

There’s a common misconception that exciting or creative brands are the ones that generate the most sales. While launching a new product or a great deal can be a fantastic way to boost interest, that boost is almost always temporary. A shiny new deal won’t give your business long term stability. That can only be achieved through consistency.

The Brand That Gets It Right

When we’re talking about consistency, there’s no better example than the good ol’ Golden Arches. Whether you walk into a McDonald’s in Minnesota or Michigan, Germany or Japan, you know what to expect. McDonald’s has been broadcasting the same message for decades. And the world keeps tuning in.

The average consumer is tired and overwhelmed. They don’t have the time or the energy to research every decision in their lives. They’re going to choose what’s easy and what they know they can count on.

But consistency isn’t exclusive to the products you sell. Brand consistency is nearly as important as product consistency, especially when trying to attract new customers. Your brand should look, sound, and feel the same whether someone finds you on Instagram, your website, or a printed brochure.

Why Consistency Matters

There is a famous principle in advertising called the Rule of 7. It states that a viewer needs to see an ad seven times before deciding to take action. That’s why social media can be so beneficial. It’s a great tool to get your messaging in front of viewers multiple times with very little upfront cost.

But think for a moment about what a viewer’s perception might be if they see an ad from you seven times and every time you say and look different. The logo is a different color. The benefits listed are different. In one ad you sound excited and knowledgeable. In the next you sound flat and technical. They’re not really seeing your company seven times. They’re seeing seven different versions of your company. With internet skepticism at an all time high, you can bet they won’t be itching to click and find out more.

Consistency builds recognition. People can’t choose you if they can’t remember you.

Consistency builds trust. Trust that you’re going to deliver what you promise. Trust that they are going to have a good experience. Trust that they can come to you and get what they need.

Why People Hesitate

Consistency often gets a bad rap. No one wants their business to feel stagnant or boring. But the truth is, consistency and creativity are a team. Prioritizing consistency does not mean you should abandon innovation. In fact, it’s really the opposite. You can introduce new elements to your brand, but ideally they should feel like they belonged all along.

Let’s say you want to introduce a brand mascot (great choice, by the way). You sell children’s toys and your current brand has a playful font and bright colors. Introducing a whimsical, cartoon unicorn makes perfect sense. A photorealistic, fact-spewing grizzly bear does not.

Creativity gets the attention, but consistency earns loyalty; and that’s how you build a business that lasts.

A consistent brand is one of the first things we look at with new clients at Fuzzy Duck, because getting it right early makes everything else work better.