Be: simply consistent & consistently simple.


Why consistency?

Persistence is sort of annoying. Consistency, on the other hand, is the happy twin brother of persistence.

— Seth Godin

I’ve mentioned before while discussing building bold brands that to brand is to promise. Going a step further, successful branding is done through the consistent delivery of the brand promise.

Ever have a friend recommend a restaurant because their food is ‘hit n’ miss’? Neither have I. The same goes for any other product or service. To brand boldly is to keep your promise over and over and over.

Brand consistency therefore builds trust with your consumers because you become more dependable as a brand. Why else do you buy the same brand of bread? Because it’s predictable. Because it’s dependable.

Why simplicity?

Simplicity is the ultimate sophistication.

— Leonardo da Vinci

The greatest brands make life simple. Siegel+Gale’s Global Brand Simplicity Index shows that 64% of consumers are willing to pay more for simpler experiences and that the combined portfolio of the top 10 simplest brands on their list outperforms major indexes by 679% ?

Results aside, simplicity compels your consumers to remember you in a way that is, well , simple. Easy to remember, easy to refer.

And you want your brand to be remembered. The more parts it has, the more effort your audience has to put in to remember it. Why do you think no one ever reads the manual? ?