How to create consistency to build familiarity and trust, allowing for growth while maintaining your brand’s core identity.

Be familiar every time

A memorable brand isn’t just an advantage—it’s essential. But what makes a brand truly memorable? 
Our report, <a href="https://saffron-consultants.com/journal/the-six-keys-to-a-memorable-brand" target="_blank" rel="noreferrer noopener">The Six Keys to a Memorable Brand</a>, reveals how memorability strengthens a business by speeding up decision-making, increasing premiums, and ultimately driving loyalty.  
Based on research and over two decades of experience, the report identifies the six keys to brand memorability: Emotion, Attention, Story, Involvement, Repetition, and Consistency. When applied strategically, these keys help brands forge lasting impressions with audiences. 
In this article series, we break down each key individually, offering insights and strategies to help brands turn promises into memorable experiences that drive growth and loyalty.

Our brains are wired to detect patterns, making consistency a powerful tool for building trust. When something is familiar, it reinforces neural connections and sticks with us. Consistency isn’t about being sexy or new; it’s about familiarity and comfort. Comfort builds trust, and trust builds memorability.

Consistency might seem dull, but it’s what audiences crave. We are creatures of habit who find reassurance in the predictable just as much as we enjoy discovery and surprises. Think about McDonald’s: no matter where you are, a Big Mac tastes the same, and there’s huge comfort in that when you’re hungry. Your audience values the familiar because, ultimately, it reduces risk. 

For brands, consistency means being recognisable, allowing them to invest in innovative ways to catch people’s attention without abandoning their core identity. Once your brand’s distinctive elements—like McDonald’s golden arches—are recognised, you can innovate around them to create fresh moments without undermining brand equity. It’s about playing with brand codes rather than endless reinvention.

In today’s fast-paced world, staying consistent can be a challenge. Brands must strike a balance between stability and evolution. Audiences don’t expect rigidity; they simply want a reliable yet dynamic experience.

Take Lego as an example. They’ve mastered the art of consistency by staying true to their identity while adapting to cultural shifts and engaging the next generation of builders. 
Knowing which aspects of your brand to maintain and which to evolve is crucial to staying relevant without losing recognition. Consistency ensures that every interaction, be it visual, verbal, or experiential, stays true to your brand’s core identity.

Find your red thread: Ensure every touchpoint from customer service to social media reflects your brand’s promise and the values that set you apart. 

Understand your audience: Identify what your customers really value about your brand and the experience it provides. Keep those elements consistent to maintain recognition and trust.
Create flexibility within a framework: Encourage innovation within a structured brand framework so people don’t feel stifled by rules and new ideas stay aligned with your core identity.
Keep it fresh: Let your brand promise and experience evolve to respond to new needs and cultural shifts. Consistency shouldn’t lead to stagnation.

The space a brand occupies in people's minds is incredibly valuable. Consistency is crucial to building this space, influencing preferences, and fostering long-term loyalty. Own that space with consistency and your brand will stand out as dependable, memorable, and trusted for years to come.

Ready to enhance your brand’s memorability? Download <a href="https://saffron-consultants.com/journal/the-six-keys-to-a-memorable-brand" target="_blank" rel="noreferrer noopener">The Six Keys to a Memorable Brand</a> to discover tools to assess your brand and see how we applied Consistency to <a href="https://saffron-consultants.com/work/meta-archive" target="_blank" rel="noreferrer noopener">our work with Meta</a><a href="https://saffron-consultants.com/work/meta-archive" target="_blank" rel="noreferrer noopener">.</a>

Consistency: Key 6 to a memorable brand

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City Brand Barometer 2025, Tourism edition coming soon

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Consistency: Key 6 to a memorable brand

Related links

Related work

City Brand Barometer 2025, Tourism edition coming soon

Lessons from a $4 trillion brand

AI on tap, creativity on top