The Law of Consistency

The Law of Consistency

Hey everyone, welcome to Digital Branding with LEAD, where we bring you valuable information, tips, and opportunities to assist you in building your brand. Today’s topic in relation to digital branding is, “the law of consistency.”

We here at LEAD, love this law. It brings forth the idea that a brand is not built overnight. That success is measured in decades, not years. This is the most frequently violated law. A brand cannot get into the mind unless it stands for something. But once a brand occupies a position in the mind, the manufacturer often thinks of reasons to change.

Markets may change, but brands shouldn’t. Let’s state that again, markets may change, but brands shouldn’t. Ever! They may be bent slightly, given a new slant maybe, but their essential characteristics, once firmly established in the mind, should never be changed.

As business owners, and brand builders, we must understand that brands are used as personality statements. And a consumer’s choice of a badge is often determined by the statement they want to make to friends, neighbors, coworkers, or relatives. Like “I drive a BMW”. This person is attempting to wear the BMW brand as a badge.

Even though brand building might seem complex, and for some even boring, what works best is absolute consistency over an extended period of time. BMW has been the ultimate driving machine for over 25 years.

You should limit your brand. That is the essence of branding. Your brand has to stand for something both simple and narrow in the mind. This limitation is the essential part of the branding process. Limitation combined with consistency is what builds a brand. We won’t build our lives in one day, neither is a brand build in one day. Let’s practice consistency.

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