Building a strong brand has become more important in today's competitive world. However, it is not enough to create and promote a brand – one must maintain brand consistency to establish a loyal customer base. Brand consistency means identifying what your brand stands for in the hearts and minds of your consumers and then delivering on that promise consistently throughout all marketing efforts.

As a lifelong Star Trek fan, I recently witnessed the power of brand consistency in the recent success of the TV series Star Trek Picard. While the first two seasons of the show were a unanimous critical and commercial failure, season three managed to turn things around and become a fan favorite, if not the best episodes of Star Trek fans have witnessed. So what's the secret to its success? It all comes down to brand consistency.

The first two seasons of Star Trek Picard disappointed fans because they removed what fans loved most about the franchise. It wasn't the special effects or flashy technology, but the stories of familiar characters told through the lens of a Starship. Audiences were disappointed to see the beloved character of Jean-Luc Picard (played by Patrick Stewart) reduced to a shadow of his former self, with none of the nuance or depth that made him such a beloved character in the first place. To add insult to injury, in the first two seasons of Star Trek, Picard didn't even have a beautiful starship that Star Trek fans often geeked out on, which only added to their disappointment.

The showrunners failed to understand that their brand was more than just a name and a logo – it was a promise to fans that they would deliver quality storytelling and stunning visuals that would transport them to new worlds and inspire them to imagine a better future. By failing to deliver on this promise, they lost the trust and loyalty of their fans.

The most legendary example of this is Coca-Cola's infamous "New Coke" fiasco in 1985. Coca-Cola drastically changed its iconic formula to compete with Pepsi and introduced a sweeter, smoother taste called "New Coke." However, customers were outraged and demanded the return of the original formula. Coca-Cola eventually returned the original formula as "Coca-Cola Classic," but the damage was already done. By failing to deliver on its promise to provide customers with the classic Coca-Cola taste they loved and had grown up with, the company lost the trust and loyalty of its customers and suffered a significant loss of business.

However, in season three, the showrunners corrected and reignited the spark that had made Star Trek so beloved in the first place. They brought back old favorites and breathed new life into them while introducing new characters that fit seamlessly within the established universe. They delivered on the promise of what Star Trek was always meant to be – a show about exploration, morality, and the human condition.

The success of Star Trek Picard is a testament to the power of brand consistency. It shows that a brand is more than just a logo or a slogan – it's a promise to deliver a certain experience to customers. When a brand loses sight of that promise, it can alienate its loyal customer base and fail to attract new fans. But when a brand stays true to its roots and consistently delivers on that promise, it can create a loyal following that will stick with it through thick and thin.

Coca-Cola's "New Coke" fiasco taught the company a valuable lesson about the importance of brand consistency, and since then, the brand has become a shining example of this principle. Coca-Cola has focused heavily on delivering a consistent consumer experience, evident in its marketing campaigns, product packaging, and overall messaging. They understand that their brand is more than just a drink – a nostalgic experience that brings people together and creates lasting memories. They've managed to tap into this emotion successfully by delivering the same great taste and classic branding that consumers have come to know and love over the years. As a result, Coca-Cola remains one of the world's most iconic and recognizable soda brands, with a loyal customer base that spans generations. By living fully with this brand consistency principle, Coca-Cola has stayed relevant and competitive in a constantly evolving industry.

So how can small and medium businesses apply the lessons of Star Trek Picard to their branding efforts? The key is to identify what your brand stands for and stay true to that promise throughout all marketing efforts. Startups and growing businesses need to understand that brand consistency and delivering on their promises are especially crucial at their stage of development. According to a study by Lucidpress, consistent brand presentation across all platforms results in an average revenue increase of 23%, while a consistent brand message can increase revenue by up to 33%. Investing in the customer experience by delivering on the brand promise increases customer loyalty and contributes to business growth and success. This means developing a clear brand identity and messaging strategy and consistently communicating that message through all channels, from advertising to social media to customer service.

Consistency is key when it comes to building a strong brand. By staying true to your brand identity and delivering on your promises to your customers, you can establish a loyal following that will stick with you for years. So take a lesson from Star Trek Picard and stay true to your brand – it's the best way to ensure long-term success.

As the good captain says: "Make it so!"