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15 September 2020 | Blog

Why brand consistency is the key to growing revenue by 23%

By prioritising consistency across every interaction that your customers have with your brand, your business will benefit from both a financial and reputational perspective. In fact, research shows companies that present their brand consistently across every touchpoint enjoy a 23% increase in revenue1.

However, many organisations – including some of the world’s largest airlines – don’t tackle inconsistencies that then devalue their brand and weaken the trust customers have in them.

Ensuring your brand inspires a favourable perception among consumers is an ongoing endeavour. You need to be true to your brand's promise across every touchpoint; from imagery and tone of voice in your emails to a positive experience in the airport. It’s about being clear, open and honest and evoking positive emotions that trigger the desired response from your customers from booking to arrival and beyond.

And you need to do it consistently regardless of the content of your message, the channel you’re using, or the cost of the touchpoint in question. Even the most routine communications have a crucial role to play in achieving brand consistency; providing customers with important information in a simple format and reinforcing the core features of your brand at every stage of their journey. 

Brands that are consistently presented are between three and four times more likely to benefit from high visibility2.

Why is brand consistency important?

1. Drive brand recognition

Familiarity with your brand generates confidence among customers as they know what to expect. With 71% of people more likely to buy from a business they recognise3, building and refining a great brand is crucial to your bottom line.

2. Build trust

With an ever-increasing number of scams and cyber-security breaches, your passengers want to know that they can trust you, and a strong, recognisable brand is key to this. In fact, 81% of people say trust is a key buying consideration, placing it only narrowly behind product quality (85%) and value for money (84%)4. Presenting your brand consistently will boost its authenticity and give people the confidence to buy.

3. Reputation

With social media and online review sites being part of everyday life, instances of poor customer service are shared far and wide as 17% of passengers share a negative experience online5. And as research shows that 40% of people are put off using a business due to negative reviews6, it's too costly to allow even one interaction to slip. This is why it's so important to have a strong handle on third parties you rely on to deliver any part of the passenger journey. If they don't have your brand at the heart of everything they do, it may be time to review your approach in these areas.

4. Engage in two-way conversations

The best brands no longer promote one-way communication where they react to a customer’s query or issue. Instead, they strive to open a two-way conversation with customers in real-time and across multiple channels. A consistent message across these channels – no matter which of your internal teams is responsible – will drive reputational gains and create an exceptional customer experience that your customers will want to shout about and keep coming back for more.

How can airlines guarantee a consistent brand?

Over 70% of companies believe customer confusion is the most serious consequence of an inconsistent brand7, so best-in-class airlines are already striving to optimise every touchpoint to engage, inform and empower passengers.

A way to guarantee this is by sending all of your customer communications via a single platform; allowing you to eliminate the inconsistencies that can occur when relying on different teams within your business to deliver communications via multiple systems.

One of the world’s premier airlines, SWISS, achieves this by using the 15below platform to deliver a wide range of communications that keep its 17 million passengers informed and empowered throughout their journeys. These include disruption notifications, pre-departure communications, itineraries and receipts, flight status alerts, automated check-in and boarding passes.

We work with more than 50 airlines around the world – and each has access to a suite of bespoke, professionally-designed templates through our industry-leading user interface before personalising their message and sending large volumes of communications with minimal manual input.

For more information on how we can help you achieve ultimate brand consistency across all your touchpoints, contact us today.

1 DesignPush 2018; 5 Lucidpress 2017; 3 2017; 4 Edelman 2019; 5 Experience Matters; 6 BrightLocal; 7 Lucidpress 2017