Consistency Matters

In This Episode

In this episode of The Briefcase, Elizabeth Sutherland, President and CEO of Sutherland Weston Marketing Communications, discusses the importance of brand consistency. To stay fresh and appealing, businesses often change their branding, such as fonts, colors, messaging, or tone. However, this practice can actually work against them.

What you’ll learn:

• Customers don’t want to relearn who you are whenever they engage with your brand.
• Constant changes in branding create friction and make it harder for people to recognize and trust your business.
• A quick test: Scroll through your website, emails, and social feeds—does everything look and feel like it came from the same brand? If not, it’s time to fix it.
• Inconsistency acts as a hidden tax on your brand, while consistency compounds like interest, strengthening your brand over time.