Recognition - A brand, especially a strong brand, gives a company, product or service a great boost over its rivals and that is recognition. Recognition breeds familiarity leading to trust and confidence in the brand.

Consistency - Done correctly, consistency brings clarity and purpose that consumers buy into. In turn, consumers become loyal to a brand, but building this kind of trust takes time. Most consumers have to be exposed to a brand many times before they are loyal to it. So a consistent brand message has to be established so that consumers will immediately distinguish it from a competing brand. This means a business potentially loses customers, and may even help its competitors, if a consistent “look” and tone is not achieved.

The way to build a relationship with a consumer has changed. It used to be that a company could create an advertisement that directed the consumer to the website. As long as the “look” and tone between the ad and the website were consistent, brand loyalty could be achieved. That’s not enough anymore.

People are social creatures and with social media, consumers are sharing with others their feelings and thoughts about a company. Going beyond the website and leveraging social media depends on a cohesive message that can be shared with outside social spheres the company has no control over.

By having a consistent message that builds positive relationships with consumers, they are more likely to communicate a positive message within their social circles. The point is to establish a consistent brand that builds trust over the long haul while recognising the immediacy of social media.