We hear this all the time, “I just want to make sure everything looks the same.” Sounds like a pretty good idea. But, offering consistently poor communications isn’t any better than delivering a steady stream of inconsistent ones. Ultimately, a lot of branding efforts and rebranding programs fail for precisely this reason — organizations spend all their time focusing on whether the corporate identity is being used properly rather than ensuring that their brands are providing a consistent experience to the customer. That’s not to say that brand consistency isn’t important. Rather the contrary. Ultimately, the world’s leading brands are focused on delivering a consistent feeling to the customer through their brand communications and brand experience. A good example is Urban Outfitters. Read more