According to McKinsey’s Consumer Trends 2023, consumers will be unpredictable and fickle. Brands will need to consider carefully the factors that affect shopping behaviors and respond accordingly. Even as many customers reduce spending, or move to D2C platforms and websites, brands have an opportunity to keep customers engaged through, for example, rental channels and off-price retailers.
First impressions. No matter what anyone tells you, they’re not everything. Especially when it comes to your brand. You know what is everything? Consistency. It’s how the best brands keep their audience coming back time and again. If consumers don’t understand what you stand for, who you are and why you do what you do, then they won’t identify with you.
In today’s digital landscape, breaking through the noise is increasingly difficult. With competition across so many different channels, how do today’s audiences decide where to direct their attention?
It ultimately comes down to personally aligning with a company’s values. Your brand is built from carefully chosen elements. This includes not only visual aspects but also the mission and values that define your company’s purpose. These values should align with the audiences you aim to reach. As your brand presence takes shape across a growing number of platforms, inconsistencies in those brand elements will directly undermine their impact. Brand consistency builds a strong foundation from which audiences will better be able to understand a company. The result is brand trust, loyalty, and ultimately, the driving force of repeat business.
