Brand consistency

Key takeaways

• Brand consistency means the same facts about a business — name, locations, services, claims, people, contact — everywhere it appears.
• Inconsistency loses the people who act on the wrong version and the trust of those who notice the contradiction.
• Consumer trust in what is written about businesses is already fragile: trust in reviews fell from 79% to 42% between 2020 and 2025 (BrightLocal).
• The test: two strangers researching the business on different surfaces should come away with the same facts.