Your brand’s messaging is an essential component of your marketing strategy, and consistency across all channels where you are selling your products is a core contributor to its success. Read on as we explore the five benefits of consistent brand messaging and how you can ensure consistency starting today.

Defining Brand Messaging: What is it, and Why Does it Matter?

Brand messaging includes everything your brand communicates – including how  you communicate. Think of your brand as the personality of your business. Your brand messaging is the way you communicate and share that personality. 

Informed by your marketing strategy, coordinated brand messaging helps you say the right things at the correct times to influence brand perception and, ultimately, earn the sale.

When building out your branding strategy, determine how you want your brand to come across. Do you want to be considered serious, sophisticated, or an expert? Or does your brand embody a more playful, friendly personality? Your brand messaging drives what consumers think and feel about your brand, business, and the products you offer. You must structure your messaging around your brand and your target audience.

In short, messaging communicates your brand story: 

• Who are you? 
• How did you get here?
• What are you doing? 
• Where are you going? 
• Why are you going there?

For brand messaging to be effective, it must be consistent. Consistent brand messaging delivers your brand identity and values in line with your strategy over time. Consistency engages audiences with the same core messages, visuals, and other brand elements again and again, helping instill brand recognition.   

Consistent brand messaging is essential to the long-term success of your branding and marketing strategy – and your business! Below we explore the top five benefits of consistent brand messaging. 

5 Benefits of Consistent Brand Messaging

1. Customers Trust Your Brand

With access to a growing digital shelf, consumers have their pick of brands and products to meet their needs. Consistent brand messaging helps cultivate the trust required for long-term customer relationships and high customer LTVs.

Predictability is critical for customer retention. Shoppers want to know they can count on receiving the same quality product, service, and shopping experience every time they interact with a brand. They don’t want curveballs or changes; they want consistency. 

Consistent brand messaging gives consumers a sense of familiarity and predictability when they shop with your brand. You convey your brand’s trustworthiness when you deliver consistency and predictability in your marketing copy, including titles, descriptions, and bullet points. 

Consumers see that your brand remains consistent across platforms and marketing campaigns, so they can trust you to deliver exceptional products consistently. Ultimately, consistency in your brand messaging leads to higher levels of trust, better customer experiences, and more sales.

2. Customers Feel Connected to Your Brand

While channels and marketing methods may change, brands who maintain consistent messaging will attract – and retain – a solid customer base. 

That’s because consistent messaging helps customers feel connected to your brand. When you’ve maintained consistency in who you are and what you stand for, customers respect your integrity and consistency and feel connected to your brand and values.

Customers who identify with your brand are more likely to buy your products. Shoppers who align with a brand’s values have high loyalty to that brand, meaning they will choose that brand over another even when other factors, like price, vary. 

Consistent brand messaging cultivates trust, loyalty, and a deep connection with your consumers, which leads to higher revenue for your business.

3. Consistent Messaging Empowers You to Shape Customer Perception

Brand messaging includes what and how you communicate to consumers. An effective messaging strategy empowers brands to shape customer perception and guide shoppers toward a greater affinity for your brand. 

Consumers who hear, see, and feel the same message at every touchpoint over the long term more easily believe what your brand communicates about itself. Consider the Oreo cookie. Long self-described as “America’s favorite cookie,” the Oreo is. Behind private-label brands, Nabisco’s Oreo is the most popular cookie in the U.S.

Oreo’s brand messaging is simple, and it’s been the same for years. They are the country’s favorite. And their numbers show it. 

In the same way, consistent messaging can shape what you want your brand to become.

4. Consistency Builds Awareness While Making You Memorable

The efficacy of your brand messaging is best measured over time. But that’s not to say you can’t reap the benefits of consistent messaging immediately. The best brand messaging and storytelling builds awareness with new customers while making you memorable in the minds of existing ones. 

Consistent brand messaging benefits your business at every stage within the sales funnel. Your messaging both introduces and solidifies your identity. A well-executed messaging strategy grabs the attention of potential customers, engaging and informing them of your brand and all you have to offer. At the same time, consistent messaging over time endears existing customers. They know they can trust you and will receive consistent messaging and consistent service and products. 

When formulating your messaging strategy, understand that you’re targeting customers at every stage of the buyer’s journey. Consistency will pay off, earning new customers and helping you retain your current clientele.

5. Consistent Brand Messaging Increases Revenue

The ultimate benefit of consistent brand messaging flows from the others we explored: consistent messaging increases your revenue. 

Recent research shows that brands with consistent messaging see an average 23 percent revenue increase. Those same brands are three to four times more likely to reap the benefits of excellent brand visibility than companies with poor consistency. 

Consistency breeds trust, fosters connections, shapes customer perception, and builds awareness while increasing customer retention. Each action builds upon the next to increase your sales and profits. 

But in today’s omnichannel market, where brands list products with third-party sellers and marketplaces, many companies experience a loss of control over how consumers experience and interact with their brand. 

Even in a retail world home to unlimited third-party sites, you can have confidence in your brand’s presentation and the consumer experience. Regular product content audits and monitoring allow you to evaluate your marketing copy, visuals, and enhanced content to ensure your brand is protected on every product page.

Content Status provides the following services, ensuring brand consistency everywhere you sell: 

• Auditing brand messaging and visual content for quality and accuracy 
• Evaluating share-of-search for featured and sponsored content 
• Evaluating brand representation in search results
• Ongoing product content monitoring
• Setting rules and alerts to locate imitation products that could be damaging your brand 

Automated tools from Content Status can preserve your branding even when you sell from a third-party site.

Securing Brand Consistency with Content Status

The bottom line: consistent brand messaging directly – and positively – affects your business’s revenue. Brands must take every step to ensure consistent messaging if they want to win the digital shelf. 

Content Status has the auditing and monitoring solutions you need to ensure consistent, effective messaging is appearing on all your product pages. Reach out to our team today to start a conversation.