What is brand consistency, and how does it maintain creativity?

Working with a lot of companies, the stakeholders are so afraid of mis-communicating the brand that they work themselves into a box which constricts the brand growth and applications.

Brand consistency does not necessarily mean following it to the T at all times. While it is important to maintain a consistent brand identity, there is still room for flexibility and creativity within that framework. Brand consistency refers to the use of consistent visual elements, messaging, and brand values across all touch points and communication channels. It ensures that customers have a clear and cohesive experience with the brand.

However, this does not mean that a brand cannot expand or be more creative. In fact, creativity is essential for brand growth and innovation. The key is to strike a balance between maintaining the core elements of the brand and exploring new ideas and approaches. Flexibility allows brands to adapt to changing market trends, target new audiences, and explore new creative directions, while still staying true to their brand essence.

By being consistent in the core elements and values, a brand can establish a strong foundation and build trust with its audience. This provides the flexibility to experiment and be creative within the established brand framework, while still maintaining a cohesive and recognizable brand identity.

As for example, this is MTV latest logo:

And the logo is also recognizable in different designs. The main form is the big M. The question is how do you expand or adjust that your brand is still recognizable and strong?