Or it was never hitting the mark in the first place.

As we've remarked previously, branding is purpose. If your brand is inconsistently applied across your business touchpoints, things get muddy.

This has a tangible result - people fail to do what you need them to do to fulfil your brand's purpose.

That might mean lost sales. Or lost opportunities. Or lost leads - whatever it is your brand is supposed to be driving, it won't be happening, for a very simple reason:

Consistency builds trust.

Here's an example. On a recent interstate move I accidentally cancelled my removalists because their email branding was so inconsistent with everything else I'd been exposed to that I thought their confirmation email was a quote from a different supplier! Only a phone call from the quick-thinking sales-rep meant that they kept that sale (and that I met my move out date!).

That kind of thing is disastrous for businesses and for clients - the potential for lost business (and social media backlash) is huge, but the fix is so very, very simple.

When a brand communicates consistently, across all touch points it builds a trust that is both instant and cumulative.

Trusted brands make their clients comfortable.

Comfortable clients buy, and buy in.

Be consistent and be trusted.