The Dangers of Inconsistent Branding: How to Avoid Common Mistakes!

In the world of business, your brand is your identity. It tells your story, conveys your values, and shapes how customers perceive you. However, inconsistent branding can sabotage even the most well-intentioned business strategies. 

How do I know? I’ve done it before and have helped many of my clients rise above some of the worst brand mistakes. 

So, learn from us and avoid making these big mistakes.

What Do We Mean By “Inconsistent Branding”?

When we talk about inconsistent branding, we’re referring to a lack of consistency in how your brand is introduced across different platforms and touch points. Inconsistent branding can manifest in a few ways. Here’s my top 4:

1. Inconsistent Visuals: This includes variations in logo design, colors, fonts, and overall style. For example, using different color schemes or fonts on your website, social media, and print materials can confuse your audience and weaken your brand identity.

In 2010, Gap attempted to redesign its classic logo. 

The new design was met with overwhelming negative feedback, forcing the company to revert to the original logo within A WEEK. The inconsistency between the new logo and the established brand image confused customers and damaged the brand’s reputation. This misstep not only cost Gap financially but also affected customer trust and loyalty.

2. Inconsistent Messaging: This occurs when the tone of voice, key messages, and values communicated by your brand differ across platforms. For instance, if your website uses a formal tone but your social media posts are playful and humorous, it creates a disconnect and you’re confusing your potential clients.

Take Pepsi for example. Hands down the biggest FAIL of 2017.

They released a commercial as part of its "Live for Now" campaign featuring Kendall Jenner. The advertisement depicted Jenner joining a protest and diffusing tensions with police officers by handing one of them…you guessed it- a can of Pepsi to solve racism. 

The commercial intended to convey a message of unity and peace. But it did the opposite, their messaging was off.

The ad was widely criticized for downplaying serious social justice movements, such as Black Lives Matter. Many viewers felt that Pepsi was attempting to capitalize on the imagery and emotions associated with these movements without genuinely understanding or respecting their significance. 

The backlash was swift and severe, with accusations that the brand was being tone-deaf and insensitive. Pepsi's reputation took a significant hit. The company, known for its fun and youthful image, was suddenly seen as out of touch with important social issues.

The controversy for sure affected sales and brand loyalty, although the exact numbers were not disclosed. The cost of pulling the ad and dealing with the PR fallout was major!

3. Inconsistent Customer Experience: If customers receive varying levels of service quality or experience different brand personas when interacting with different departments (e.g., sales vs. customer service), it can erode trust. You see this alot with airlines. 

Remember that time, back in 2017, when a United Airlines passenger (David Dao) was assaulted and forcefully removed from his flight? I’m from Chicago and remember seeing it on the news!

This incident, captured on video might I add, went viral and caused a public relations nightmare for the airline.

Why?

Well, for starters it highlighted a severe inconsistency in how United Airlines treated its passengers compared to its competitors, causing many customers to lose trust in the airline. The video went viral, which severely damaged United Airlines reputation- they even saw a drop in stock prices! (whew). Many of their most loyal customers swore to never fly with United again, choosing airlines with more consistent and customer-friendly policies.

Maintaining consistent customer service policies and ensuring all employees adhere to these policies is crucial. Inconsistent treatment can lead to a loss of trust and loyalty, and significant damage to the brand’s reputation.

Last but not least:

4. Inconsistent Products and Services: This one hurts more brands than you would think! Offering products or services that don’t align with your brand’s core values or promise can confuse and most often disappoint customers.

So, Why Is This Dangerous? 

Because brands are built on reputation, which can take years to establish and moments to damage. Inconsistent branding confuses customers and dilutes brand recognition. If your messaging, visual identity, or tone varies across different platforms, customers may struggle to understand who you are and what you stand for. This inconsistency can erode trust and loyalty.

A damaged reputation can be difficult to repair and may result in long-term financial and relational consequences. Customers who feel deceived or misunderstood by a brand's inconsistencies are less likely to remain loyal and more likely to spread negative word-of-mouth.

On the flip side, customers are more likely to stay loyal to brands that they feel understand them and consistently deliver on their promises. When a brand is inconsistent, it undermines the customer's perception of the brand’s reliability. 

Loyal customers may feel betrayed or confused, leading them to seek out competitors who offer a more consistent and dependable experience.

Here’s How You Can Avoid These Mistakes:

Building a strong and recognizable brand is crucial for business success, but even the most well-intentioned companies can fall prey to common branding mistakes.

Lucky for you, I have a few tips on how you can avoid these mistakes! Here are a few tips to help you maintain a consistent and trustworthy brand presence that will drive growth.

Open your notebooks, you’re going to want to write these down!

1. Define Clear Brand Guidelines: Create a comprehensive brand style guide that outlines your brand’s colors, fonts, logo usage, tone of voice, and messaging. This ensures consistency across all channels.

2. Regularly Audit Your Brand: Conduct regular brand audits to ensure all materials align with your brand guidelines. This helps identify and correct inconsistencies early.

3. Engage with Your Audience: Listen to customer feedback and be open to adjustments, but avoid drastic changes that can confuse your audience. Engage with them to understand their perceptions and expectations.

Moral of the Story?

Consistency is key to building trust, credibility, and long-term success.

Brand consistency is not just about maintaining a uniform look; it’s about creating a cohesive and reliable experience that builds trust and loyalty among your customers. 

So, avoid these common branding pitfalls and stay true to your brand’s core identity. You will ensure long-term success and a strong connection with your audience. 

Happy branding!