The Secret Sauce: Balancing Marketing Consistency with Creativity
In marketing, consistency and creativity often are at odds with one another. Consistency says, ‘stick with the plan,’ while creativity shouts, ‘let’s shake things up.’ While many people lean one way or the other, it’s important to find balance.
Think of it like cooking: consistency is the reliable recipe that produces the same delicious meal each time, while creativity is the unexpected ingredient that keeps things exciting. Too much of one without the other and you end up with either bland repetition or a confusing jumble.
Why consistency builds trust
Humans are creatures of habit—we like to know what to expect from the brands we buy from. That’s why showing up the same way by using your logo, colours, fonts, tagline, and tone of voice consistently matters. It builds recognition and, over time, trust.
Imagine if Coca-Cola suddenly switched their iconic logo to a green one for Christmas, or if McDonald’s started to write their Instagram captions in a serious tone. Customers would be confused, and confusion erodes confidence. Consistency helps create saliency, keeping your brand top of mind.
Why creativity stops people from tuning out
The catch? Consistency alone gets boring. If your audience always sees the same message delivered the same way, they stop paying attention. This is where creativity comes in.
Creativity keeps your marketing fresh, engaging, and memorable. It’s the unexpected twist that makes people smile, the clever campaign that sparks conversation, or the storytelling that makes your brand feel human. Without creativity, even the most consistent brand risks becoming wallpaper.
Think of Apple—every product launch is familiar. The white background, the minimalist design, the clean language. But each launch has its own creative spin, whether it’s the way they introduce new features or the storytelling that turns a piece of tech into the object of desire. The consistency makes it recognisable; the creativity makes it exciting.
Striking the balance: recognisable and refreshing
How do you hit the sweet spot between consistency and creativity?
Anchor yourself in your positioning. Stick to your core brand platform and have a rich understanding of who your audience is, how you speak to them, and where you show up for them.
Layer creativity on top. Within those guardrails, give yourself room to play. Change up your campaign theme, experiment with formats, test fresh ideas—but make sure it sits within your guidelines.
Think long-term. A single ad won’t build a brand, but a clever ad that fits into a consistent stream of recognisable messaging will. Creativity is most powerful when it builds on a foundation of consistency.
Don’t forget the basics, like your brand guidelines. Your colours, fonts, tone of voice, and key messages should be non-negotiables. They create a consistent foundation your audience can rely on.
Real-world example: seasonal campaigns
Take Specsavers, for example. Their “should’ve gone to Specsavers” campaign has run for over two decades, becoming instantly recognisable and deeply embedded in local culture. That’s consistency. While the core creative stays the same, the brand keeps it fresh with new executions—different scenarios, characters, and twists that spark conversations and keep audiences engaged. They remain the same trusted brand with a familiar campaign, just refreshed to build equity year after year.
The takeaway
Successful marketing isn’t about choosing between consistency and creativity; it’s recognising that those two are partners. Consistency makes your brand familiar and trustworthy, and creativity keeps it interesting and worth paying attention to.
Balancing these allows your marketing to be recognisable and refreshing—not boring or chaotic. So next time you’re planning a campaign, ask yourself: Am I showing up in a way my audience will instantly recognise? And am I giving them a reason to stay engaged? If so, you’ve nailed it.
