While we might wish it were otherwise, it's simply not possible for all brands to save the world. However, having a clear and reasonable purpose can deeply connect and engage brands with their consumers.

Brand consistency is not just common sense; it drives profit. Statistics say this increases revenue by up to 23% and companies that stay on brand across all channels have seen an average growth of 33%.

Consider the guidelines below to coherently deliver your brand promise & brand story in the mind of customers.