We are convinced that the requisite for a strong, stable, and durable brand is the consistency with which that brand’s promise is communicated.

We recognise mutuality between two levels of consistencies – micro and macro:

  • Micro-consistency ensures coherence within the brand itself, namely between its identity, packaging design, and other forms of communication support.

  • Macro-consistency centres on communication uniformity with consideration to the brand's target audience, corporate culture, and in many instances, regulatory compliances.

While there may not be anything overly fancy and innovative with this consistency approach, we observe it is too often overlooked. And when it is, your brand promise is empty and lets your puzzled consumers reach for another brand.

In the mid to long run, consistency facilitates brand recognition in the mind of your consumers, gives you more control over your brand's image, and contributes to relaying your brand's unique characteristics.