Glossary of Branding Terms
| The uniformity and coherence of the brand experience and key messages across the entire communication and all touchpoints.
Neurological processes explain why consistency is crucial to building a strong brand. People learn through repetition. The connections in the brain are created through repetition: frequently used neural pathways become stronger. Consistent repetition ensures that a brand is remembered and associated with a certain image. In addition: every form of mental work costs the brain energy. Strong brands provide cortical relief. They have been learned through consistency in communication and design, and they are immediately associated with the intended characteristics. Consistency thus supports the purchase decision by relieving the brain of strenuous mental work and allowing quick intuition to decide. |
