A Good Brand Feels Consistent: Predictability Breeds Trust
When you order chocolate, you don’t want vanilla. You want chocolate. Same thing with brands. If you make your chocolate brand taste like vanilla you confuse everyone. And you make them angry. There’s no benefit to changing your brand flavor. Instead, be consistent. If you think consistency is boring consider this: Boring is what people buy. How bored are you when you crave chocolate? Not very. You’re excited. When you want chocolate chocolate is thrilling. And it better not taste like vanilla.