Consistency is boring. Analytics. Momentum.
“Do I contradict myself? Very well then, I contradict myself, I am large, I contain multitudes.” ~ Walt Whitman
This is one of my favorite quotes. Because it is so real about something we don’t actually admit that much. We contradict ourselves. There is so much nuance in life and in being human.
Brands, like humans can be nuanced too. They can surprise us and like an onion, they can have many layers, revealing more and more over time. Life is richer with more layers, more things to discover.
Now, I’m not going to go so far as to say that brands should contradict themselves or that they shouldn’t be consistent. There should definitely be clarity and a clear strategy. In fact, it’s actually when there is this clarity of purpose that the brand’s personality can come to life. Just like a person doesn’t wear the same clothes to the beach as they do to a cocktail party, a brand doesn’t appear in exactly the same way across different platforms. But the sense of style stays true and is persistent.
So go ahead and have a little fun with your brand. When we favor consistency too much, we become boring and no one is sticking around for that!
