With customers demanding more from companies — transparency, authenticity, ethical practices and legitimate brand promises, marketers must pay closer attention to what it means to build brand trust.
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When you observe the trajectory of successful organizations, whether Microsoft, Apple or newer upstarts like the Dollar Shave Club and Warby Parker, it’s clear that innovation sets them apart from the competition.
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Just how valuable is brand consistency? That is, the practice of consistently conveying your company’s value, promises and offerings in all of your deliverables — and in ways that resonate with your customers?
Brand consistency is the key to boosting brand trust, brand awareness and brand loyalty. And, according to 200 organizations in a recent survey by LucidPress and DemandMetric, it also can lead to an increase in profits — by as much as 23 percent.
But a significant number of the organizations surveyed also said that brand consistency can be elusive, with 60 percent reporting that their teams are regularly creating materials that don’t conform to their company’s brand guidelines.