When it comes to branding, consistency is more than just maintaining a visually appealing logo or sticking to a specific colour palette. It’s about ensuring that every touchpoint with your brand reflects its essence and values in a cohesive, unified way.
What does it mean to B! Consistent?
Consistency is the thread that weaves together all the brand elements, creating a memorable and recognisable identity that resonates with consumers. Elements like colours, shapes, typography, and packaging details, among many others, make up a range of assets that – when consistently applied – can improve the mental ‘top of mind’ availability of your brand in the minds of consumers.
Being consistent doesn’t mean never changing, or only adhering to a global brand guideline. It’s about acknowledging what works, and then using expertise to craft compelling design that enhances and makes this consistency fresh and appealing.
In practice, this could look like taking brand assets from the product packaging design that resonate with customers and making them even more impactful. Or, in the case of strategic branding, spending time interrogating insights to unlock opportunities for growth, and identifying existing and potential distinctive brand assets that can either be amplified or leveraged to enhance brand visibility. What’s important is having meticulous attention to detail and a rigorous interpretation of the brand guidelines to ensure you can unlock opportunities, while remaining consistent and ‘on brand’.
The Power of Consistency in Branding
Consistency in branding is more about reinforcement than repetition. It’s about the creation of a cohesive brand experience that reinforces your brand’s message and values at every interaction. From how your logo is presented across different platforms, the tone of voice in your copy, or your product shelf appeal – every element should work together to create a unified brand identity.
Why? Because when consumers encounter your brand, they should immediately recognise it, regardless of the context. This recognition builds trust, fosters loyalty, and ultimately drives brand growth. Especially in the FMCG sector, where competition is cutthroat and shelf space is limited, consistency is key to standing out and making lasting impressions.
Consistency in the Real world…
Let’s walk through some real-world examples in the FMCG space that highlight the power of consistency in branding.
Coca-Cola: A Century of Consistency
Arguably one of the most iconic examples of brand consistency, Coca-Cola has maintained a consistent visual identity for over a decade – centred around its distinctive logo and signature red colour scheme. Whether it’s a billboard in Times Square or a vending machine in a small town, the Coca-Cola brand is instantly recognisable. This commitment to consistency has not only made the brand one of the most valuable in the world; but it has also created a deep emotional connection with consumers across generations.
The takeaway? Coca-Cola teaches us that consistency is not about being rigid and inflexible, it’s about staying true to your brand’s core values while evolving with the times. From the subtle adjustments to modernise the original 1887 logo, to the evolution of the contoured bottle, to their global ad campaigns, the brand has successfully adapted to changing consumer preferences and market conditions while maintaining its iconic identity, proving that consistency and innovation can go hand in hand.
Dulux: Painting a Consistent Picture
This leading paint brand is another excellent example of brand consistency in consumer brand design. Dulux’s use of the iconic Old English Sheepdog in advertising and packaging has become synonymous with Dulux’s promise of quality and reliability. Over the years, they have consistently used this mascot to reinforce its brand identity, making it one of the most recognisable elements in the home improvement sector.
The takeaway? The consistent use of the sheepdog mascot, combined with strong retail packaging design using a distinctive colour palette and typography, has helped the Dulux brand build strong mental availability among consumers. Whether you’re browsing in a hardware store or seeing an ad on screen, every interaction strengthens brand recall and builds trust, as consumers know exactly what to expect from the brand.
Vegemite: A Consistent Australian Icon
A homegrown brand that has been a staple in Australian households for nearly a century, Vegemite is an FMCG favourite that has mastered the art of consistency in food branding. The brand’s unmistakable yellow, red and black packaging, combined with its tactile glass jar and beloved jingle, has made it a cultural icon in Australia.
The takeaway? Vegemite’s consistency goes beyond visuals in grocery brand design and food packaging design. They have consistently communicated their heritage and cultural significance in marketing campaigns, reinforcing the position as an Australian classic. This commitment to a creative branding strategy has not only helped the brand maintain its market leadership, but has also created a strong emotional connection with consumers who see the brand as a symbol of Australian pride.
Closing thoughts: consistency is the foundation of any successful brand.
When your brand is consistently presented in a way that reflects its identity and values – and resonates with your audience – it becomes easier for consumers to recall and choose your brand over the competition. Consistent design not only strengthens brand recall but builds consumer trust and loyalty, driving long-term success.
What are B! Rules, again?
At B! Brand, we’re committed to helping our clients achieve this level of consistency, ensuring their brands not only stand out in the market – but remain there for years to come.
We’ll continue to unveil a series of 8 rules (or central design principles) that we as a strategic design agency use for branding and design, turning ideas into reality through distinctive brand assets.
Throughout the series we’ll delve into each B! Rule, explore its importance, how it influences our work, and how it can be applied to drive brand growth.
Whether you’re looking to refresh your brand, launch a new product, or simply stay ahead of the latest trends, we’re here to guide you every step of the way.