As humans, we’re hardwired for variety. We’re pulled towards new things, experimenting, and reinventing ourselves. Doing the same predictable thing sounds like a total chore. But when it comes to branding, consistency is a crucial component of a successful brand strategy.
Coca-Cola has been using red since the early 1900s.
The Chanel logo has remained the exact same shape and colour since 1925.
BMW has been ‘the ultimate driving machine’ since the 70s.
Brand building can feel like boring work. When working on promoting your brand day in and day out, the worry of looking and sounding repetitive starts to creep in. But the thing that works best is absolute consistency over many years, even decades.