Building brand love and forging authentic customer relationships might seem like sensible objectives.

But the truth is, our desire to take brand and consumer relationships to the next level needs a reality check. As Bruce McColl, former CMO of Mars, puts it, “Most of us go through life finding it hard enough to have good relationships with the real people in our life, let alone all the brands we buy.” In chasing deep connections and brand love, we often fall into a seductive trap, losing sight of what really matters: Creating brand fame and positive associations through platforms that are built to last.

One of the most important and overlooked tools in achieving this is consistency.

While the temptation to chase fleeting trends or cultivate passionate brand lovers is strong, it’s long-term consistency that builds enduring, scalable success.

Consistency is King

Consistency is achieved through sticking with a brand platform long-term. This platform, built upon a core “brand idea” (what the brand stands for), and “brand codes” (how the brand shows up looking like itself), acts as a North Star to guide decisions and ensure a cohesive and enduring brand experience.

Consistency in Action: Stickman

Building an enduring brand platform is no easy feat. It requires unwavering commitment.

Take PAK’nSAVE’s “Stickman,” for example. What began in 2008 as a simple, low-cost animation has grown into one of New Zealand’s most iconic brand characters. With his minimalist design and dry humor, “Stickman” perfectly embodies the brand’s core policy: everything we do, we do to save you money. More than just a mascot, “Stickman” has become synonymous with PAK’nSAVE itself. And 17 years on, he continues to connect with consumers through his distinct voice and playful wit.

The lasting success shows the power of consistency done right, when “brand idea” and “brand codes” seamlessly align to create something magical. And the results speak for themselves. PAK’nSAVE has seen accelerated growth in market share over the past three years, and perceptions of having the lowest grocery prices continue to strengthen. “Stickman’s” popularity persists after all these years, frequently making the list of New Zealand’s favorite ads, and most recently being recognized with a Silver for Long-Term Growth at the WARC APAC Awards. It’s one of the (if not the) most recognizable and understood brand platforms in New Zealand. Turns out, “sticking” with it pays off.

Addressing the Threat Within
 

The evidence is undeniable: long-term brand consistency drives success. Yet, all too often, we become our own worst enemies. Marketers and agencies often fall prey to the illusion that they need to reinvent the wheel, tiring of their own platforms long before the audience does. The allure of “shaking things up” or chasing the latest fleeting trend can be irresistible. But succumbing to this temptation at the expense of consistency is a costly mistake.

We must be careful not to mistake consistency for “sameness.” As the world evolves and consumer needs shift, we can find fresh ways to respond. When built on long-term strategy, a brand platform has the flexibility and strength to reflect timely trends.

“Stickman” exemplifies this principle — from playfully disrupting radio shows to secure free advertising, to pioneering partnerships with TVNZ that saw the character integrated into their programming, to subverting competitor ads to share “savey” messages, to “Stickman DJing” at Rhythm and Vines music festival. These examples demonstrate that creativity can flourish within the guardrails of a consistent brand idea.

Never Finished

Success in long-term brand strategy hinges on embracing a long-term perspective. Brands must be agile, adapting to new opportunities and evolving with the times. However, this adaptability must be anchored in a deep understanding of what shouldn’t change. Protecting these core timeless foundations requires a culture of effectiveness, built on strong, lasting relationships with teams, clients, and partners. When the immense cost of constantly reinventing is clearly understood, there's a mutual desire to build upon the strong foundations of the brand platform.

In true, Never Finished style, we’re committed to forging fresh connections between brands and consumers. We’re relentlessly focused on the ever-changing behaviors, habits, and quirks of our consumers, constantly seeking new opportunities to bring our brand platforms to life, all while staying true to the core.

Because when a brand stays consistent, it wins the long game.