Organisations themselves expect more revenue when their brand looks the same everywhere. This article sets out the figures, the method and the theory behind them.
Lucidpress surveyed more than 200 marketing and brand professionals in 2019 and more than 450 in 2021. They reported how much extra revenue they expect if their brand is presented consistently everywhere.
Important: these are the organisations’ own expectations, not a measured revenue increase. They mainly show how highly professionals value consistency.
According to Erdem and Swait’s signalling theory, a brand is a signal customers use to assess risk. A clear, consistent signal makes a brand more credible. That lowers perceived risk and makes customers less price sensitive.
Every deviating expression weakens that signal a little. You don’t pay with one big mistake, but with hundreds of small ones.
Loken and Roedder John showed that loose, ill-fitting expressions dilute brand associations. If 77% of organisations regularly create off-brand content, dilution is a structural risk rather than an exception.
Add the time spent correcting, redesigning and working out which version is the right one.
Figures are taken from the source pages. Survey figures reflect what respondents report or expect, not a measured effect.
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