Brands. We’re surrounded by them. Just take a look in your kitchen cabinet, refrigerator or even your office supply closet and you’ll find them. Webster’s Dictionary defines a brand as a “kind, grade, or make, as indicated by a stamp, trademark, or the like,” which is the definition with which we are most familiar. However, the origin of this word is actually associated with “burning, a burning piece of wood, torch, sword.” Thinking about what we associate a brand with and the origin of the word, it makes sense that this word now means what it means today. These brands we come in contact with every day are in a sense, burned into our minds. We recognize Coca Cola the moment we see that bright red can and swirly font. If Coke were to dramatically switch its cans to a bright blue, we would possibly confuse it with its competitor Pepsi.

Why do I bring this to your attention? Because building and maintaining a brand is all about consistency. It’s about taking that mark, that color, that word and using it the same way every time in front of your consumers. As stated in the example above, we know Coca Cola because of this consistency. Any change in that, would confuse us. It’s the same reason why when food products update their packaging, the designer includes the line, “New Look – Same Great Taste” on the package. That change in consistency somehow makes us think the taste of the barbecue potato chips in the bag has magically changed just because the packaging has. Now there’s nothing wrong with updating the look of a brand if it’s outdated and needs to be refreshed and will help in sales. That’s not what this post is about.

This post is about keeping that consistency. As a brand, what’s your voice? How do you look? Do people know who you are the moment they see your brand used in print and on the web? If I get a solicited piece of mail from you today and get another piece next week, will I know that it came from the same brand? These are all questions that brand managers, like myself, must keep in mind. If you want to be known and remembered, be consistent – AND make sure everyone on your team understands this as well.

So what are your thoughts? What are some brands that you feel maintain this consistency and some that, well, pretty much have dropped the ball?