Consistency vs. Strategy: Why You Need Both to Succeed

Two weeks ago, I posted a survey to find out about the biggest marketing challenges my network was facing. The top responses were, first, consistent implementation, followed by differentiated strategy. I’m not surprised that consistency came out on top, especially in today’s complex and saturated communication space.

We all know that consistency in marketing and branding is critical. It’s what builds recognition, trust, and credibility over time. Consistency is what has given today’s big brands the success they enjoy – consistency in delivery, communication, identity, and meaning.

But let’s be real – staying consistent isn’t easy. Sticking to a plan when the market shifts, when new trends and competitors emerge, or when shiny new ideas pop up is challenging. It’s all too tempting to tweak things “just a little” or take a sudden detour.

On a more intimate level, something I’ve seen over time – especially when working with creative individuals – is our human tendency to want to leave our unique mark, different from everyone else’s. That doesn’t help with consistency either.

But here’s the thing, and why I find it so interesting that consistency and strategy were ranked so closely in my survey results: I strongly believe the key ingredient for consistent implementation isn’t just discipline (though that’s important), but rather a solid strategy that’s clear and grounded in reality. Without a strong, insight-driven strategy, we might try to stay consistent in our implementation, but it will always be easier to deviate. On the other hand, when the strategic direction is strong and fully grounded in meaning, it will act as a glue that holds everything together – or a North Star we can refer to when we start to drift off course.

Here’s how these two components reinforce each other to avoid common problems:

• Loose or vague objectives: Without clear, specific goals, consistency is nearly impossible. A strong strategy relies on concrete objectives, giving you something to follow through on. It’s easier to stay consistent when the destination is well-defined.
• The pull of distraction: New ideas and opportunities are exciting, but when your brand’s objectives are clear, only those aligned with the strategy will survive. A strong strategy acts as a filter, helping you avoid chasing shiny distractions that can derail your branding and leave you scattered.
• Lack of purpose behind actions: When your strategy is designed to solve a real problem and meets a genuine need, it gives your actions meaning. Consistency isn’t a burden but a natural consequence of the inspiration and passion that comes from the strategy itself. Every step forward feels intentional, not forced.
• Constant changes derailing focus: Change is inevitable, but when it becomes constant and unplanned, it can knock your brand off course. A strong strategy doesn’t mean being rigid – it allows for flexibility when needed, helping you adapt to changes.