→ Watch more videos in this playlist on YouTube

Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

The Recall Problem

Leaders often over-index on the “first hit” — the big reveal, the new visual, the perfect headline — and then wonder why recall remains elusive. Memory forms through pattern, not novelty. That’s the uncomfortable truth. When every channel variations the message and tone, the audience is asked to relearn you each time, which slows decisions and weakens trust. Consistency is not cosmetic; it’s cognitive.

Pam Moore points out that most people need roughly five to seven encounters before a brand sticks, so coherence across touchpoints becomes the driver of recognition rather than a nice-to-have.

Design The Signal

Think less in campaigns and more in signals that travel. Your goal is a compact set of cues that prime recognition, regardless of the channel or format. When these elements hold steady, attention compounds; when they drift, you reset the clock.

• Name and descriptor, written one way.
• One-line who-you-serve and why-it-matters.
• Outcome-led promise with two proof points.
• Distinctive assets and tone defined.

Notice this list is about meaning as much as visuals. Design is still vital, but it supports the memory system; it doesn’t substitute for it.

Operationalise Consistency

Signals only work if they’re easy to use. That means treating consistency as an operational habit, not a creative constraint. Equip your teams to reuse with intent, and you’ll speed up quality while bringing down rework. Most organisations we work with find that once signals are codified, velocity improves because teams stop reinventing and start reusing.

• One source of truth: a compact messaging kit with tone, examples and exact phrasing.
• Reuse paths: templates for website modules, sales decks, service emails and proposals.
• A small set of measures: recognition rate in research, conversion through the funnel, acquisition cost trend.

The aim isn’t rigidity; it’s reliability. You’re building memory, not managing novelty.

Lead The Pattern

This is a leadership choice. Back a few non-negotiables, and protect them when the calendar, the channel or the quarter tempts you to deviate. Say yes to focus, no to clever remixes that break the pattern. Treat consistency as a strategic asset that compounds recognition, reduces time-to-meaning and makes decisions easier for buyers.

Over time, that compounding effect becomes resilience: when the market shifts, the organisations that hold their signal are the ones people still find, recognise and trust.

Sources:

1. The Strategic Advantage of Building a Distinctive Brand
2. Community Building: Strengthening Brand Connections
3. Building Brand Strategy on a Foundation of Consistency