Brands could increase revenue by as much as a third if they consistently adhered to their defined brand image in their marketing, sales, product and overall communication efforts, a new study indicates.

Created by Utah-based brand templating platform Lucidpress, the 2019 State of Brand Consistency report surveyed brand management experts at more than 200 organizations across a variety of industries. On average, respondents said they would expect their organizations to experience 33% overall revenue growth if their brand was consistently maintained. That’s up from 2018, when respondents to the survey estimated 23% growth, thereby highlighting the growing importance of brand consistency, according to the study.

“Branding is crucial to every business, but it's so much more than a few colors, nice fonts and a fancy logo,” Lucidpress wrote in a blog on its findings. “It tells people that you care about what you deliver, that you live up to what you promise, and it shows off a glimmer of your personality. … Ultimately, brand consistency has an extensive trickle-down effect that, when implemented correctly, can boost your bottom line, brand status, and employee morale.”

Despite the belief in the power of brand consistency, some 81% of survey respondents said that their organizations deal with off-brand content. That reality is poised to potentially become a bigger issue, as half of brands surveyed said they have created more content than the prior year – a trend that could continue in 2020. “Not using a consistent approach to your brand could limit your chances to generate leads or sales,” Lucidpress writes. “That’s because people buy from brands they connect with, and brands which feel authentic. It’s hard to connect with a brand that doesn’t have a consistent appearance.”

Fortunately, there are proactive steps organizations can take to achieve greater brand consistency. They include: 1. Set well-defined branding guidelines. 2. Thoroughly educate employees about the brand, its guidelines and the importance of adhering to the brand. 3. Provide branding resources, such as graphics, fonts, logo variations, color palettes and even branded templates for staff to easily access. 4. Ensure your website, social media presence and email communications are aligned to communicate in a mutually reinforcing brand voice.