Powerful Customer Retention Strategies Through Brand Consistency

What do companies such as easyJet, Cadbury, Amazon, and Netflix all have in common? They span vastly different industries, but they have all created their own takes on a corporate strategy that prioritizes the customer experience. All of these examples have blended two main tactics: consistent branding and hyper-personalization, which helps them provide interactions that can’t be replicated by their competitors. 

Why Brand Consistency Is Key?

Brand consistency involves maintaining a unified voice throughout all of the platforms a business interacts with customers on, including social media, emails, and websites. Customers will receive a distinct experience every time they interact with a company that leaves an impression far beyond the closure of a sale. This cohesiveness helps to avoid a slow sales cycle, reduce marketplace confusion, and maintain sales leads. Unfortunately, 90% of companies still publish content with inconsistent branding, which might result in up to a 23% decline in sales.

Alongside consistent branding, hyper-personalization has been an important tactic as well. With the help of artificial intelligence (AI), this method analyzes consumer data in real-time, including browsing and purchase history. This data helps the AI generate tailored ideas for ads and product recommendations that are most likely to capture an individual customer’s attention. This method proved to be successful, with 88% of businesses reporting a notable increase in revenue. Furthermore, 80% of consumers say they are more likely to make purchases from businesses that provide a personalized experience.


Businesses with exceptional performance frequently skillfully blend these approaches. Along with the aforementioned examples, Spotify has created a particularly interesting approach. Every year, they release a user’s Spotify Wrapped, which is a summary of their most listened to artists, songs, and genres. Users love seeing their personalized content and proudly displaying it on social media. The buzz around each year’s Spotify Wrapped release is a perfect example of how hyper-personalization can capture the attention of a customer and drive future sales.

How Strong Brand Consistency Drives Brand Success
Source: BrandGuard

Brian Wallace

Brian Wallace is the Founder and President of NowSourcing, an industry leading content marketing agency that makes the world's ideas simple, visual, and influential. Brian has been named a Google Small Business Advisor for 2016-present, joined the SXSW Advisory Board in 2019-present and became an SMB Advisor for Lexmark in 2023. He is the lead organizer for The Innovate Summit scheduled for May 2024.

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