Consistency and creativity: the win for brands post- (and pre-) COVID
For the win, brands have to work smarter.
When we look at a customer’s journey with a brand, we know that they interact with that brand at a ton of different touchpoints. These touchpoints are located in varying environments, like at work, home, or in retail stores, and they are viewed on different mediums — for example in retail on cardboard or en route, on a mobile phone. Keeping these brand interactions optimized for the environment, the medium, and the moment where the consumer is on the journey — is crucial for effectiveness. But making sure every single touchpoint is building on, and laddering up to, the essence of your brand, is the key to it all. It’s this consistency that builds trust with consumers.
Consistency does other things for your brand as well. It builds off your previous successes, lowers the risk for brand erosion, increases your impact, and addresses the fact that consumers need to see something eight times for it to stick.
Consistency alone does not work. Cookie-cutter messaging and overuse can lead to fatigue, and a perceived lack of originality. Additionally, if you’re not considering where the consumer is digesting this, you also risk coming across as tone-deaf or overly salesly.
Thus the importance of creativity. Consumers are style-aware, smart, and dialed in. A high level aesthetic is vital. And if you are trying to stay relevant, stand out, and grow loyalty — your consistent touchpoints also have to be unique and beautiful. Every. Single. Touchpoint. Both internal and external — from culture building tools, to sales materials and ecommerce, to promotional and marketing materials, to point of sale and packaging, and to advertising. The details are the difference between an ordinary brand and a beloved one.
This has always been true, but it will be even more relevant as we get back to work. Brands will have leaner budgets and need to do more with them, and consumers will be hyper-aware of their spaces and messaging. The opportunity lies in the details.
Want to learn more about Brigade’s special sauce, or how a brand audit can move your brand forward? Please contact us here.