Bill Harper on why brand consistency drives customer loyalty

Whether it’s online, in-store, or on social media, every single touchpoint influences the way a customer experiences a business. So, it’s vital to maintain a consistent brand identity. On today’s episode of The Small Business Show, BrandBossHQ CEO and Chief Creative Officer, Bill Harper, unpacks how small businesses can establish a strong, consistent brand presence and deliver a better customer experience.

Why brand consistency matters

The most iconic and successful companies have a distinct branding that is consistent across the board. If a customer visits a McDonald’s location in Georgia and orders fries, they expect them to be presented in a bright red cardboard sleeve with a bright, yellow “M” on the front. If they visit a different location in Michigan and the fries are waffle-cut and served in a white sleeve, it would confuse the customer. For a moment, they may even wonder if they’re at the correct restaurant.

This deviation from the brand identity creates a break in the company’s consistent image that it has upheld for years. A drastic break could cause confusion and, in extreme cases, distrust. This illustrates why every department, from marketing to sales, must understand the company’s values and value proposition.

The risk of being a jack of all trades

The most prominent mistake that Harper sees businesses make is trying to appease all potential customers, or serving as a “jack of all trades”. By attempting to cater to an expansive range of customers, brands devalue their product or service, cause confusion and fail to position their company as a leader in their niche.

Focus on your primary profit driver

Instead, Harper recommends that companies narrow their focus. First, identify the product or service that generates the most revenue, is consistently well-received by current and prospective clients and what the company excels at doing. Once it’s been identified, make it the primary focus and eliminate everything else.

While narrowing focus can feel risky—sometimes requiring owners to walk away from 20–25% of profits—this clarity ultimately accelerates growth. By channeling more effort into the business’s primary profit driver, business owners can accelerate their growth and position their product or service as the leader in its niche.

"The further that brands get away from what they are consistently good at, the more they fail. Business have to figure out other ways to grow."

Don’t lose sight of your core identity

Another frequent mistake that businesses make is that when they grow, they lose sight of their core identity and attempt to branch off. For example, BIC Pens, known for their low-cost disposable products, including pens, lighters, and razors, decided to branch out and create disposable pantyhose and underwear. The company’s portfolio managers believed that because BIC was a household name, its expansion would be successful. However, the abrupt and unexpected deviation from the brand’s core identity confused customers, and the venture ultimately failed.

Expanding your offerings without breaking consistency

In some cases, it makes sense to offer more than one service. For example, if a plumber is skilled in electrical and HVAC work, he should position himself as a general contractor instead. If he identifies primarily as a plumber and only casually mentions his abilities in electrical work and HVAC, it diminishes the value of those additional skills and undermines his credibility. A prospective client may hire him for plumbing work, but may look for a different provider for electric or HVAC work. Instead, Harper recommends that business owners expand their brand to encompass a larger identity. Instead of simply positioning himself as a plumbing service, he should rebrand as a contracting service to better reflect his range of expertise.

An additional way that a company can expand without breaking its consistency is by establishing a new department or opening a sister company.

Customer perception drives loyalty

Ultimately, customer perception drives loyalty. Every interaction a customer has with a business—from a social media post to an in-store experience—shapes how they view the brand. By maintaining a strong, consistent brand, businesses create a sense of reliability that customers recognize and return to. Consistency also helps companies stand out in a crowded marketplace, positioning themselves as long-term leaders in their industry.