Why Your "Pivot" is Actually Costing You Brand Equity

In marketing, one of the fastest ways to lose money on customers is confusing messaging.

We see it constantly: A brand gets bored with their messaging after three weeks and decides to try something new. They change the look and feel, tone of voice, the colors, or the core offer - the identity. They think the change will drive engagement and bring more people through the figurative door. The problem is, it doesn't. It does the opposite. 

Consumers get confused, lose interest and start looking for alternatives because the brand they built affinity with is not that brand anymore. 

Consistency is key because:

Connection: It takes multiple interactions for someone to even remember your brand. If you change every time, that counter resets to zero - it's like meeting for the first time. 

Trust: If your brand looks and sounds different every time people see it, why should we have faith in your products/services to stay consistent?

Efficiency: When your strategy is consistent, your team spends less time "re-inventing the wheel" and more time optimising what works. The team becomes ingrained in the brand, and the content or assets pushed to the public are more aligned and consistent. 

Hot tip: You will get bored with your brand long before your audience even notices it. Don't let boredom dictate your strategy.

Sometimes what you have is your biggest asset.

Want to know more?
Send us an email.
We are excited to hear from you.

Claire,
Xoxo