Media Notes — The Impact of Brand Consistency Report
- For organizations with brand consistency issues, the average revenue increase estimate attributed to always presenting the brand consistently, estimated is 23 percent.
- Less than 10 percent report that their brand presentation is very consistent, but almost 90 percent agree that it is important to present their brands consistently in all the places people might encounter them.
- The CMO or other corporate marketing executive has primary brand management responsibility for 42 percent of organizations in the study.
- Almost all organizations claim to have branding guidelines, but only one-fourth have formal guidelines that are consistently enforced.
- Over 60 percent of organizations in the study report that materials are always, often or sometimes created that don’t conform to brand guidelines.
- The greatest negative impact of inconsistent brand presentation, reported by 71 percent, is the creation of confusion in the market.
With proper management, a brand can become any organization’s most valuable asset. Brand consistency has a real impact on growth and revenue, but only when it is championed and enforced.
Demand Metric, in partnership with Lucidpress, wanted to take the beliefs about the impact and value of brand consistency and explore them more deeply. Using a survey, organizations were asked to rate their consistency of their brand in all the places it appears.
A number of other brand characteristics were also measured with a goal of understanding the current state of brand consistency, and to measure the impact when that consistency is poor. This report shares the data and analysis from this research effort, providing insights how important maintaining brand consistency really is.
Section 1 — Brand Management
While companies are well-aware of the benefits of brand management, many of them fall short of maintaining consistent brand presentation in their market.
- Although nearly 90% of companies say consistency is important, less than 10% report that their brand presentation is very consistent.
- Brands which are consistently presented are 3–4x more likely to enjoy excellent visibility.
- The average revenue increase attributed to always presenting the brand consistently is 23%.
Section 2 — Brand Guidelines
Almost all companies have some form of brand guidelines in place, but few have created a reliable process for accessing and enforcing them.
- 95% of organizations have branding guidelines, but only 25% have formal guidelines that are consistently enforced.
- Of companies who rated their brand guidelines effectiveness as poor to very poor, only 9% say the guidelines were easy to find.
- Offering guidelines in many formats makes them easier to find. The more serious a brand is about enforcing guidelines, the more formats are offered.
Section 3 — Brand Enforcement
Who should be the champion of brand enforcement? Having a brand champion is vital to maintaining brand consistency, and most agree that the CMO should provide this guidance.
- Of companies who say consistency is important, 44% say the CMO holds primary brand management responsibility.
- When formal guidelines are consistently enforced, 58% of organizations rarely or never deploy non-conforming brand materials.
Section 4 — Responding to Creative Requests
Balancing creation time with response time is a major concern for many companies. Clear brand guidelines in multiple formats quicken response time by providing direction and eliminating ambiguity.
- 48% of companies report it takes 1 week or more to fulfill requests for new or customized brand materials.
- For organizations with consistent brand presentation, 40% report that it takes less than a week to fulfill requests.
- For organizations with inconsistent brand presentation, just 24% report fulfilling requests in less than a week.
Other Key Findings
- Study participants whose brands are consistently presented are three to four times more likely to enjoy excellent brand visibility than those with inconsistent brand presentation.
- Almost all organizations have branding guidelines (95 percent), but only one fourth have formal guidelines that are consistently enforced.
The full press release can be found here:
Full report and graphics (Dropbox folder):
Webinar recording highlighting study findings: