Branding Navigation: Overcoming Inconsistencies for Goal Success

Inconsistencies in brands can pose significant challenges and hinder the achievement of goals. Here are some common areas where inconsistencies may arise and impact a brand’s success:

1. Inconsistencies in branding

  1. Brand Messaging: Inconsistent messaging across different channels, such as social media, advertising, and customer communications, can confuse customers and dilute the brand’s identity.
  2. Visual Identity: Incoherent design elements, logos, color schemes, and imagery can create confusion and diminish brand recognition. Consistency in visual branding is crucial for establishing a strong brand presence.
  3. Product Quality:Fluctuations in product quality or changes in features without clear communication can erode customer trust and satisfaction. Consistent quality is essential for building a positive brand reputation.
  4. Customer Experience:Inconsistencies in the customer journey, from online interactions to in-store experiences, can lead to dissatisfaction. Brands should ensure a seamless and uniform experience across all touchpoints.
  5. Values and Culture:If a brand’s actions and decisions do not align with its stated values, it can lead to skepticism and mistrust among customers. Consistency in upholding brand values is crucial for building credibility.
  6. Employee Engagement:Inconsistencies in how employees represent and embody the brand can impact customer perceptions. Employee training and a shared understanding of the brand’s values are essential for maintaining consistency.
  7. Communication Channels:Using disparate communication channels without a unified strategy can lead to a fragmented brand image. Brands should ensure consistency in tone, style, and messaging across all communication platforms.
  8. Market Positioning:Frequent shifts in the brand’s positioning or target audience can confuse customers and make it challenging to build a loyal customer base. A consistent brand identity helps in establishing a clear market position.
  9. Product Naming and Brand Extensions:Inconsistent naming conventions for products or confusing brand extensions can create a lack of clarity. Brands should have a structured approach to naming and extending their product lines.
  10. Social Responsibility:Brands that inconsistently address social and environmental issues may face backlash from customers. Consistency in corporate social responsibility initiatives is crucial for maintaining credibility and trust.

Addressing these inconsistencies requires a comprehensive review of the brand strategy, internal processes, and external communications. Establishing and adhering to a well-defined brand guideline can help maintain consistency and contribute to the successful achievement of brand goals.

2. Examples of companies that had problems of inconsistent of branding

J.C. Penney:

  • In 2011, J.C. Penney underwent a major rebranding effort, including changes to its logo, pricing strategy, and store layout. However, the inconsistent messaging and rapid changes confused customers, leading to a decline in sales. The company later reverted to its previous branding elements.

Gap (Again):

  • Gap made another appearance in 2010 when it unveiled a new logo that was poorly received by customers. The inconsistent change in a well-known and established logo led to a swift public backlash, and Gap quickly reverted to its original logo.


  • In 2009, Tropicana redesigned its packaging, including the removal of its iconic orange-with-a-straw image. The drastic change in packaging led to confusion among consumers, who had difficulty recognizing the product on store shelves. Tropicana reverted to its original packaging design within a month.


  • RadioShack faced challenges in the mid-2000s when it struggled to redefine its brand. The company went through several rebranding attempts, including changes in the logo and store layout, without a clear and consistent message. The lack of a cohesive brand identity contributed to a decline in customer loyalty.

Abercrombie & Fitch:

  • Abercrombie & Fitch faced criticism for its inconsistent brand image and marketing strategies. The company’s controversial CEO and its exclusionary marketing approach led to public backlash and a decline in sales, emphasizing the importance of aligning brand values with customer expectations.

Yahoo (Again):

  • Yahoo faced ongoing challenges related to its brand identity, particularly in the early 2000s. Frequent changes in leadership, coupled with shifts in strategy and branding, created confusion among users and investors about the company’s direction.

Gap (Yet Again):

  • In 2016, Gap faced criticism for a holiday ad campaign that featured a diverse group of individuals but omitted any mention of Hanukkah. This oversight highlighted the importance of cultural sensitivity and inclusivity in maintaining a consistent and positive brand image.

These examples showcase the potential pitfalls of inconsistent branding, whether it’s related to logo design, messaging, or overall brand strategy. Consistency is key to building and maintaining trust with customers and stakeholders.

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