Brand Consistency Definition

Austin Shong

What is Brand Consistency?

Brand consistency definition: brand consistency is the repeated delivery of a brand’s message across all customer touchpoints.

Brand consistency is crucial to aspects of branding, such as:

  • Brand storytelling
  • Brand identity
  • Brand integrity
  • Brand advocacy
  • Customer journey

Each touchpoint – from social media through to customer service and point of purchase – should consistently deliver a version of a brand’s values and message.

This can help to set customer expectations and cultivate the broader narrative surrounding a brand.

For example:

Starbucks customers can visit one of their locations anywhere in the world and receive a consistent customer experience with their local store.

See also:


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