1 3

From Recognition to Revenue: 7 Ways Brand Consistency Impacts Sales and Business Growth

From Recognition to Revenue: 7 Ways Brand Consistency Impacts Sales and Business Growth

1 3

In today’s competitive business landscape, establishing a strong and consistent brand identity is no longer just a creative pursuit; it is a strategic imperative. Being on brand, and ensuring that every aspect of your business aligns with your brand identity, has a direct and tangible impact on your business success, including sales.

In this article, we will explore why brand consistency is essential, backed by statistics and real-world examples that highlight its influence on driving sales and fostering customer loyalty.

1. Building Recognition and Trust

Consistency in branding cultivates familiarity, making it easier for customers to recognise and recall your brand amidst a sea of competitors. According to a study by Lucidpress, consistent brand presentation across all platforms can increase revenue by up to 23%. 

When customers encounter a consistent brand experience, it creates a sense of reliability and trust, leading to higher customer loyalty and repeat purchases.

Example: Think about iconic brands like Coca-Cola or Apple. Their consistent visual style, messaging, and brand experiences have established strong recognition and trust among consumers, resulting in significant sales growth over the years.

2 3

2. Enhancing Perceived Value

A strong brand identity that is consistently reflected in your marketing materials, packaging, and customer interactions can elevate the perceived value of your products or services. In fact, McKinsey found that companies with a strong and consistent brand image outperform their competitors by nearly 20% in terms of total shareholder return.

Example: Luxury brands like Louis Vuitton or Rolex are known for their unwavering commitment to brand consistency. By upholding their brand’s exclusive image through consistent design, messaging, and customer experience, they command premium prices and maintain a loyal customer base.

3 3

3. Creating Emotional Connections

Consistency in branding helps establish an emotional connection with your target audience. When customers resonate with your brand’s values, story, and personality, they are more likely to develop a deep affinity for your brand, resulting in increased engagement and sales. 

According to a survey by Adobe, 64% of consumers cite shared values as the primary reason for their relationship with a brand.

Example: TOMS Shoes, with its “One for One” social mission, has built a brand around making a positive impact. By consistently aligning their messaging and actions with their cause, they have attracted a dedicated customer base that supports their mission, leading to increased sales and brand advocacy. As a digital marketing agency in Bristol, we ensure that our brand is centred around a positive image.

4. Differentiating From Competitors

In a crowded marketplace, brand consistency helps you stand out from the competition. By maintaining a unique and cohesive brand identity, you create a distinct positioning that sets you apart. 

According to Forbes, 82% of investors and consumers prefer to support brands that have a strong, differentiated identity.

Example: Dollar Shave Club disrupted the shaving industry by building a brand that focused on convenience, affordability, and a witty, irreverent tone. Their consistent branding across all touch points, from their website to their viral marketing campaigns, allowed them to differentiate themselves from traditional razor companies and attract a dedicated customer base, ultimately leading to their acquisition by Unilever for $1 billion.

4 3

5. Cultivating Brand Advocacy and Word-of-Mouth Marketing

Brand consistency not only influences customers’ purchasing decisions but also plays a crucial role in cultivating brand advocates who can become vocal promoters of your business.

When customers have a positive and consistent brand experience, they are more likely to recommend your products or services to others, leading to valuable word-of-mouth marketing. According to Nielsen, 92% of consumers trust recommendations from friends and family over other forms of advertising.

Example: Innocent Drinks, a UK-based company known for its smoothies and juices, has built a strong brand identity centred around being natural, playful, and socially responsible. Their consistent use of vibrant packaging, humorous tone, and commitment to using sustainable ingredients have resonated with consumers.

As a result, Innocent Drinks has developed a passionate customer base who not only purchases their products but also actively promotes them to their friends and family, amplifying the brand’s reach and driving sales growth. 

6. Establishing Brand Authenticity and Trustworthiness

Brand consistency plays a vital role in establishing authenticity and trustworthiness, particularly in an era where consumers value transparency and authenticity. When your brand consistently delivers on its promises and maintains a cohesive identity, it builds trust with customers, fostering long-term relationships and driving sales.

In fact, Edelman’s Trust Barometer reveals that 81% of consumers say trust in a brand is a deal-breaker or a deciding factor in their purchase decisions.

Example: Koala, an Australian-based furniture company, has built a brand centred around sustainability, quality, and convenience. Their commitment to using eco-friendly materials, transparent manufacturing processes, and their “No Bullsh*t” approach resonates with customers who value authenticity.

By consistently delivering on their brand promise and maintaining a consistent image and messaging, Koala has earned the trust of their customers, leading to rapid growth and success in the competitive furniture industry. As a digital marketing agency in Bristol, we understand how important maintaining a consistent image is!

7. Showcasing Local Identity and Community Engagement

Brand consistency can play a significant role in showcasing a business’s local identity and fostering community engagement, particularly in areas that have a strong sense of community and identity. 

A good example of this can be seen by looking at the impact Welsh businesses can have by aligning their brand with the values, culture, and traditions of Wales. By doing so, they can create a strong sense of belonging and resonate with their target market on a deeper level. Demonstrating a commitment to the local community can also lead to increased support and loyalty from consumers.

Example: Brains Brewery, a Welsh-based business established in 1882, has consistently showcased its Welsh identity and community engagement efforts. Through its branding, including the use of the Welsh dragon and Welsh language, Brains Brewery has positioned itself as a cherished part of Welsh culture.

Additionally, the brewery actively supports local events, sports teams, and charities, demonstrating its commitment to the community. This consistent portrayal of Welsh identity and community engagement has fostered strong brand loyalty among Welsh consumers, contributing to the brewery’s success.

5 3


Brand consistency is not just about aesthetics; it is a strategic imperative with tangible impacts on your business, including sales. By building recognition, enhancing perceived value, creating emotional connections, and differentiating from competitors, a consistent brand identity serves as a powerful catalyst for business success.

Take inspiration from the examples mentioned and invest in aligning every aspect of your business with your brand’s identity. Embrace the power of brand consistency, and unlock its potential to drive sales, foster customer loyalty, and propel your business to new heights in today’s dynamic marketplace.

As always, if you have any questions, or if I can be of help in any way, drop me an email on eve@fantheflames.co.uk or if you’d like to talk more about how I can help your business grow, feel free to book in a quick virtual coffee with me HERE.

Eve Scragg
Fan The Flames Marketing & Design
Eve Scragg Founder Fan the Flames Marketing and Design

What is a personal brand and where should I use it instead of my business brand?

What is a personal brand and where should I use it instead of my business brand?

There are pros and cons to both personal and business branding. It really depends on your goals, audience, and platform. In general, a personal brand can be used when an individual wants to build their own name and reputation, while a business brand is more commonly used by companies that want to create a stronger identity and presence in the market. 

Another factor to consider is how well you want to differentiate yourself from your competitors. If you are in a very competitive industry, such as business, lifestyle, or health coaching, then using a personal brand may be the best way to set yourself apart from the rest of the pack.

If you’re trying to build a personal brand, then you’ll want to focus on creating content that is authentic and engaging. This can be anything from a blog post to an Instagram photo. The important thing is that it shows who you are as a person and provides value to your audience.

Some advantages of a personal brand

1) A personal brand is more authentic and relatable.

People are more likely to trust and connect with a person than a faceless corporation. When you build a personal brand, you’re putting a human face on your business, which can make customers feel more comfortable doing business with you. 

2) A personal brand is more adaptable.

A personal brand can be adapted to different situations much more easily than a corporate identity. 

3) People remember, and want to do business with people.

Most business decisions come down to trust, and at the end of the day, whether it’s hiring a social media manger or choosing a cafe, the majority of people would rather opt for giving their money to people they like and support. So work on building that personal relationship, and let them get to know you!

Social media is a great place to do this. And while we’re not saying your business shouldn’t have social channels – they should – online platforms like Twitter and LinkedIn are great places to build a personal brand for the face of your company too. Social media accounts for personal brands actually usually get better followings, so worth bearing in mind!

Examples of professionals personal brands are great for

  • – Coaches (whether you’re a business coach, executive coach, health coach, or fitness coach – building your personal brand is essential)
  • – Experts
  • – Podcasters
  • – Trainers and speakers
  • – Artists and activists
  • Where business branding gets the edge

    If you only look like a one-man-show, in some sectors, this doesn’t help your credibility. Bigger businesses with an established set of services and a team to support are generally selected for bigger contracts and by trusted by certain sectors, so there are definitely some advantages of building a business brand too – in fact, our advice is always to do both, and utilise each to their advantages.

    Another major factor, is that having a business brand reduces the expectation that everything will be done by you. This helps to leave it open for a skilled team to deliver different aspects of your projects, without every last thing coming back to you to manage and respond to. That also helps when it comes to managing your workload, and separating your work and personal life!

    Personal brands are also hard to sell, so if you’re aiming to sell your business one day in the future, you need to make sure it’s known for more than your expertise.

    If you’re trying to build a business brand, then you’ll want to focus on creating a strong visual identity and building trust with your audience. This means having a professional website, using social media effectively, and creating helpful content that solves your customer’s problems. No matter which route you choose, remember that consistency

    Want to find out more, or get some expert help with your branding, social media, or marketing? 

    Send us a WhatsApp message on 07747740760 or email eve@fantheflames.co.uk and we’d be happy to help! And if you’d like to get some expert help or talk more about how I can help your business grow, feel free to book in for a quick virtual coffee with me HERE.

Access Your Free PDF Guide

My Top 5 Free Tools to Help You Grow Your Business

popup img