How Important Is Consistency to an Online Fashion Brand’s Success?

Business leaders keep saying it all the time and it’s there in the business books as well – ‘Consistency’ is one of the most important aspects of building a powerful brand. What consistency means here is that all your brand communication (audio / visual) should have a signature style that makes a customer feel that it’s coming from the same source.

You just can’t envelop a customer in a specific mood until you’re not consistent with your visuals, text copies and shopping experience. Only with consistency can you win customer mind shares (which btw is more important than the market share of your brand).

The other reason why it’s important to be consistent is that there are a lot of other positive traits associated with consistency. If a brand is consistent, people associate that brand with discipline, commitment, trustworthiness and quality. Thus, by being more consistent, you’re building your brand’s trust and making your customers be more receptive.

But as the owner of an e-commerce business, there is a lot of chaos around you and amid all that you need to get things done. That’s why brand consistency often goes for a toss.

Areas in which an Online Fashion Brand should be consistent

Let’s talk about some of the key areas in which you as Online Fashion Brand can project consistency in your brand experience:

  • Brand Identity – Use of color, typography, graphic elements etc
  • Copywriting – Consistency of voice in product descriptions, banner texts, editorial content etc
  • Product images – consistent use of lightning, backgrounds, camera angles etc
  • New launch – you must launch new product collection at consistent time intervals
  • Delivery experience – consistent delivery time, product packaging, product accuracy
    (should look exactly as it looked on the product page)

How can you be more consistent with your brand communication?

I have created this list of 6 things that you can do to provide a consistent brand experience to your customers. It may not be an exhaustive list but it will get you moving in the right direction:

  1. Project one personality throughout the brand communication
    Everyone in your organization must know the personality of your brand and all your brand communication should project the same  personality in all areas of your business, including website, packaging, support, social etc.
  2. Follow brand’s guide stringently
    Make sure you and your team create and adhere brand guidelines, style guides and look books. I am not merely talking about logo, website or corporate identity guidelines, but a holistic brand framework that communicates your brand positioning in clear words, such as – key messages, core values, social policy, processes for customer handling etc. Creating clear cut brand guidelines leaves no room for misinterpretation.
  3. Have a clear vision about your brand
    To create accurate and comprehensive brand guidelines, you first need to have a clear vision for your brand. So be sure that you and your team share the same vision for the brand, or else either your guidelines will be inaccurate or there will be issues with adherence to the guidelines.
  4. Changes are good but do them progressively
    All the brand communication related changes should be slow and in the form of progressive roll outs of your brand. Start with something basic and try to evolve from there.
  5. Keep evaluating
    You must constantly evaluate your people’s actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public.
  6. Work with the same team
    This is important for any brand to achieve visual consistency. It’s important that you work with same production team because everyone has his / her own inherent style and taste and if you work with different designers, illustrators, stylists, hairdresser or beautician every season, the output of visuals will invariably be different. So try to work with same team on an on-going basis.

If there are any tips that you would like to share, just leave them in the comment section below or tweet @ilovefashionret.

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