Crave consistency? Build a brand your team believes in.

Brand consistency drives growth, with Marq’s research showing that it contributes up to 20% of revenue growth for 68% of companies. Yet, true consistency extends beyond visual elements and tone of voice — it should permeate every team and touchpoint ¹, from customer service to product development.

The key to achieving true external consistency lies in securing internal buy-in. According to Frontify’s State of brand ownership report, C-suite executives and marketing teams lead brand strategy development, while those closest to customers — sales and service teams — have the least brand ownership. This disconnect risks creating a brand that doesn't resonate with its audience.

Smart brands are bridging this gap by involving all teams from the outset ^{2 3}. Through internal surveys, interviews, and workshops, they mine invaluable insights from those who know their customers best. As Christian Lund, Co-founder of Templafy, notes: “If there’s one piece of advice I’d give to any brand thinking about rebranding today, it’s to get your internal alignment right first. Rebranding isn't just about making things look pretty — it's a great opportunity to make sure everyone in your organization is on the same page about what your brand stands for.”

Beyond consultation, leading brands demonstrate how brand-building drives business growth. They show teams how strong branding can help achieve their goals and boost KPIs, turning skeptics into advocates. As Independent Brand Strategist Sarah Robb explains, “Brands directly impact revenue by driving perceived value. Perceived value is not about money. It’s about how a brand is relevant, meaningful, differentiated, and appealing to the people a business needs to influence — customers AND employees.”

This collaborative approach continues through development and implementation. Rather than holding back until final sign-off, successful brands share regular updates and actively seek feedback from all levels. This not only generates valuable insights but also fosters emotional investment — crucial given that 69% of employees want greater ownership in brand development and management. Chris Wallace, President of InnerView, observes: “The strongest organizations have high internal brand alignment and employees who believe in the brand because they've been made part of it.”

For lasting impact, brands must put as much effort into internal activation as external launch. Whether through immersive experiences or ceremonial declarations, creating meaningful moments helps teams connect with and transform through the brand ⁴. More importantly, they weave brand principles through company culture and operations — from hiring to celebrating success.

As Richard Llywelyn Swain from DesignStudio New York puts it: “The real power behind your brand is your people. At the end of the day, they're the ones creating experiences for customers — and that informs their perception of your brand. To limit the perception of brand management to marketing is such a narrow view.”

The message is clear: Fostering internal buy-in isn’t an afterthought — it's fundamental to building a truly consistent brand. Only by empowering teams to shape and own your brand will you achieve authentic external consistency ⁵.