Brand consistency plays a massive role in developing and maintaining the trust people have with a brand; which is itself a massive component in a brand’s value.

Brand consistency is simply put about outlining your company’s modus operandi, its mission statement, and then doing your level headed best to ensure that your company’s continued operations are consistent with those core values, principles, and strategies.

For most businesses this would refer to keeping a promise on price and the value of products, i.e. if you market your company as a high end product retailer, you better make sure that your products are actually high end.

In other situations, you may have made a promise to be responsible and active contributing member of your local community; in which case, operating with a bias towards hiring local people, or performing philanthropic works in the local community is essential for maintaining your image. In this situation, any act which seems to go against this promise you’ve made could back fire in a very bad way.

One of the most important things to remember about brand consistency and reputation management by extension, is that a reputation can take years to develop, but you can quickly destroy it over a matter of hours by making a serious mistake. You should base your brand around something which you feel you will be able to maintain consistently, and then change that on only very rare occasions.