Strong brands are consistent brands. Just think of the world’s best well-known companies. Why are they so instantly recognizable? Because their brand identity and experience is consistent and distinct wherever and whenever we come into contact with it. Consistency is also about building trust. But perhaps most importantly, being consistent doesn’t mean we cannot be creative. Quite the contrary. Rather, it creates the solid foundations for us to create smart new ways of communicating our brand in a memorable way that people everywhere know, trust and respect.
If you want to learn more about how to balance creativity and consistency, check out our Brand Communications Checklist, which shows you how a real-life DSM advertisement measures up to these criteria.