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Consistency is becoming even more of a business imperative and a key driver of success. Perhaps this is simply because consistency builds trust among consumers, and consumers are more likely to engage with brands they trust. BrandQuantum founder Paula Sartini says that for consumers to trust a brand, visual consistency is key: how the brand looks, what it says and what it does are the three fundamental elements which build consistency. As such, most branding agencies focus predominantly on the visual aspect of brand consistency. However, the experiential side of brands is increasingly coming to the fore, influenced by a myriad factors that may not include visual consistency but have a significant impact on how consumers perceive the brand and is informed by all their interactions with that brand. In today’s digital age, where consumers are exposed to brands across various platforms, it can be a challenge for companies to communicate a consistent brand experience in every interaction...

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