Consistency; the promise of stability and reliability. Consistent behaviour speaks volumes about a person, and people want to see consistency from businesses too. Consistency builds name recognition, trust and helps you to grow that all essential audience who are keen to buy into your business. Letting people down isn’t a good look, and never goes down well.
Here’s an example: You buy a new perfume and fall in love with it. You’re nearing the end of your bottle, so you purchase a new bottle of exactly the same perfume, but when you use it, it smells different. The lack of consistency in your favourite perfume will now leave a doubt about that perfume and the whole brand in general; you probably won’t buy that perfume again.
Any element of doubt in a customer’s mind will damage the relationship you have built up with them. It’s possible to earn their trust again but it can be like starting from square one. Doing things consistently, focusing on excellent content and delivering superior customer service will help to keep that all important trust in you.
Has this ever happened to you: You grab the freebie from a business that looks great. You’re signed up to their email list, so you know you’re going to be receiving message from them, but after the first few, everything stops. Crickets. Then after a couple of months; BUY MY STUFF. How does that lack of consistency make you feel? Your first reaction might be, “Who the heck is this person?”. Your second might be a little more harsh… Lack of consistency has meant you’ve forgotten who they are and why you signed up for their list in the first place.
This lack of name recognition can lead to your audience thinking “I don’t know who you are, so why would I give you my money?!”. And you’re back to square one again, and probably a smaller email list!
Consistency with Your Brand Identity
When it comes to branding, consistency and repetition are essential to help develop name recognition. Being consistent with your logo, your colours, and message is essential in building the ‘know, like and trust’ factor.
This is never more true than on your website. Your homepage in particular plays a vital role in showing your consistent brand identity; you have to know your visitors that you’re in the right place, as soon as they land on your website.
If you’d like to learn more about how to create a consistent brand identity, sign up to my webinar, the Perfect Homepage Masterclass, where I’ll be covering the 6 most important elements you should include on your homepage, including your visual identity.