#1 The most obvious benefit of consistency is increased awareness because the more your audience is exposed to your brand—the better their chances of remembering it. And simply put, if you keep changing it there is less chance your audience will remember it. ‘Effective frequency’ is the marketing lingo for this. Understanding all the competition and clutter out there—even the old advertising ‘Rule of 7’ probably isn’t enough anymore.
#2 Consistency conveys your identity and attitude. A focused effort to establish and maintain consistent branding across all your touchpoints (social, website, SoundCloud page, EPKs, etc.) will deliver a specific set of impressions. Do you follow through? Will you deliver a decent bar tab? Will you get the ratings? Will you sell the tickets?
#3 Consistency helps you manage perceptions. By thinking deliberately about your brand message and what you’re trying to accomplish—you control how people perceive your music project. This goes beyond your fans—it also helps manage what promoters, venues, labels, and sponsors think of you.
#4 Consistency connotes professionalism and stability. Let’s be honest—labels, promoters, distribution partners, and sponsors hate instability. In 2017, even Guns N’ Roses show up on time—and all of their current materials reference their ‘Not In This Lifetime’ tour with impressive consistency. So act like a stable organization!
#5 Consistency eliminates issues surrounding brand confusion. For many emerging music acts (especially emerging DJs… no digs intended), their branding is actually more of a hindrance than a help. A consistent brand should instill confidence rather than prompt confusion. Which EDM artist was that again?
#6 Consistency protects your investment. Without established brand standards—many labels, managers, and producers will spend thousands of dollars building a brand—only to have it degraded by inconsistent and sloppy application. Build equity in your brand by being consistent and build upon previous successes.