This post will take you through the design elements that can help your brand establish a consistently delightful presence at every turn. A brand’s design is the scaffolding that helps the more esoteric elements of its identity come together, and a consistent user experience begins here. Many parts influence the whole: voice, content, values expressed, values demonstrated, customer interactions, and more.īefore brands can reach seamless high-level consistency, though, they need to pass through the gateway that is design consistency. We all know when a brand feels consistent across every medium, but can we describe why? Could we put into words why Arbys’ witty, smart social media presence is perfectly consistent with its perhaps-less-memorable television commercials, even though the two styles of humor are different? Or why some brands have a voice so strong, you could pick it out in a line-up of random emails? Brand consistency doesn’t boil down to one thing, or even one category of marketing. For customers, individual brand interactions aren’t enough it takes consistent experiences over time and across platforms to remember a brand and ultimately become a fan.Ĭonsistency is also an ambiguous quality to describe. According to McKinsey & Company, the keys to customer satisfaction can be summed up in three C’s: consistency, consistency, consistency.
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May 2023
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