How Creative Consistency Across Touchpoints Improves Brand Perception

Creative consistency is a great way to make your brand more memorable and trustworthy. But how do you achieve this across various touchpoints? One idea is to create an overarching brand story that covers all the ways your brand communicates with its audience, and then implement these in every single touchpoint – logos, website, social media, advertising, packaging design and anything else where you might want to draw inspiration from.

What is brand perception?

Brand perception is the overall impression consumers form of a brand. It includes how people perceive the brand, its value and how likely they are to recommend it to friends or family.

One way to improve your brand’s perception is to make sure that the visual, auditory and written content on your website, social media pages, email marketing materials and other touchpoints is consistent. Consistent branding can help establish a recognizable identity for your company, which in turn can lead to increased customer loyalty and sales.

Here are three tips for improving brand consistency:

1. Use a consistent design language across all your platforms. This will help your customers feel like they’re viewing the same product or experience from one location to another. Make sure that all your graphics, icons and fonts are approved in advance and use them consistently throughout your marketing materials.

2. Control the tone of your messaging. Don’t be preachy or condescending – you want your customers to feel like you’re speaking directly to them. refrain from using terms like “brand loyal” or “the best in the business.” Instead, aim for more relatable language like “our customers love us” or “our service is unparalleled.

3. Remember to be nice. You’re a business – stay professional and polite at all times. Your customers will appreciate it when you leave them feeling appreciated, not patronized. Make sure that your contacts are treated with the utmost respect so they feel like their opinions matter to you (even if they don’t).

4. Don’t talk about competitors unless it’s necessary for your customers to know about them in order to make an informed decision about what’s best for them. 

 Don’t talk about your prices unless you know that your customers are savvy enough to understand what they mean.

5. Don’t make promises unless you have the resources (or can borrow them) to deliver on those promises. You’ll be more successful if you give people better information than promise them what they want or need – but if you can’t do that, don’t say anything at all.

6. If someone asks you a question, just answer it then move on to another person before they get impatient with you and leave. And if someone still won’t leave? Well then maybe you should try being nicer in the future!

7. Don’t bother writing thank-you emails when someone makes a purchase from your store – it’s not necessary . If they are going to buy from you selectively and only when they have the money, then hand them a card at least.

8. Don’t check your messages during busy periods – that’s where you’re most likely to get our of touch with customers.

9. If you see someone using a product – or anything really – don’t judge them for it unless you know what’s in their head. Everyone has different reasons why they do some things and it’s no one else’s business but yours!

10. People don’t care how much you make in sales – even if you’re making 50% commission on everything sold…What do these lessons mean? They mean that if we want to be successful we need to create an environment for customers where they are more likely to come back.

We need to act like our customers are the most important thing in the world, even if we don’t really mean it or know why. And we need to make sure that everything we say is positive and about making people’s lives easier, not harder!’

How does creativity contribute to the experience of a brand?

Creativity is a key component of the brand experience, and it can be seen in all aspects of a company’s marketing strategy. By creating an engaging and creative platform, a company can build trust with consumers and generate positive word-of-mouth publicity. Creative consistency across touchpoints increases brand perception, creates a sense of familiarity for customers, and boosts loyalty. However, Incrementors better than others which can provide creative approach that is applied throughout the customer experience leads to improved brand perception.

When is consistency important?

Consistency is important when it comes to touchpoints with the customer because it builds trust and credibility. Touchpoints can be any means of communication, including website design, social media content, email marketing, and even in-store signage. Consistency across all these channels can reinforce the message that the brand is communicating consistently, which improves brand perception.

For example, if a company has a consistent web design across all their web properties, it sends the message that they are taking their customer experience seriously. This reinforces trust and legitimacy, which could lead to increased sales. In addition, consistent branding on social media helps customers connect with the brand on an emotional level and strengthens loyalty. It also establishes a sense of community around the brand that could encourage customers to tell others about their positive experiences.

By creating a consistent brand narrative across all touchpoints, businesses can improve their overall reputation and engagement with customers.

What are the best ways to achieve creative consistency across touchpoints?

Aristotle once said “A thing is only what it is and not what we say it is.” In other words, perceptions are shaped by impressions – the first time someone experiences a brand or product, and every time they encounter it again. Once you understand that, it’s obvious that one of the most important ways to improve brand perception is to create creative consistency across all your touchpoints.

There are a few common ways to achieve this. You can use the same design language and colors across all your marketing materials (website, social media posts, etc.), make sure all your content is written in a consistent tone, or even sync up the timing of your marketing efforts so they seem like they’re all part of a coordinated campaign. 

But whatever approach you take, make sure you keep it consistent! If people start to feel like your branding is changing too much or too often, they’ll likely tune out and lose faith in your company. So make sure you have a clear vision because Incrementors help their marketers to improve their conversion to how you want your brand to look and act, and then stick to it no matter what.


Nothing creates consumer engagement and loyalty like a coherent and consistent brand experience. When everything from the website to the social media posts to the in-store signage is on point, customers feel like they’re part of a larger whole — one that’s committed to making their lives better. And as we know, nothing drives sales quite like customer retention. So if you want your business to thrive and prosper, start thinking about how you can create a cohesive brand experience across all your touchpoints. It might not be easy (or cheap), but it’ll definitely pay off in terms of customer satisfaction and growth.

What do you think?

Written by Brack Nelson

Brack Nelson is the manager and Head of Growth of Incrementors, a company that assists clients in expanding their online businesses by bringing in more customers, Incrementors is an Award-Winning Digital Marketing Agency lead, and sales. Online marketing solutions that are specifically adapted to the demands of the clients are the Incrementors' area of expertise.

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