I personally think that being consistent is the key ingredient to branding.

Too many companies want to be all things to all people, which is the exact opposite of targeting a specific audience. That’s why you have so many businesses rebrand, because they don’t know what they want to be, and they’re constantly trying to hit a moving target.

Consistency is all about creating content that speaks directly to the wants, needs and pain points of your audience. Successful brands provide one thing the audience craves: satisfying expectations.

For example, when you fly Spirit, you know exactly what you’re going to get: low fares and a mad scramble for seats. You don’t necessarily expect the most comfortable flight in terms of seat space, but you know you’ll get where you’re going for a lot less than flying American Airlines.

Why do you know this?

Because Sprit’s message to its audience is consistent: fly with us for cheap fares.

That’s it. Nothing more. Nothing less.

Spirit doesn’t deviate and try to woo its audience with the best in-flight entertainment or the best comfort experience.

So, stay consistent and deliver each time… and your brand will be the better for it.