Demand Metric and Lucidpress Release Benchmark Research on Brand Consistency

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Research quantifies the link between brand consistency, revenue and visibility.

The Impact of Brand Consistency

While almost all of this study’s participants agree that consistent presentation is important, less than half of them are protecting their brands as they should.

Lucidpress, a design and brand management platform for marketers, and Demand Metric, a research and advisory firm, today announced the publication of new research: “The Impact of Brand Consistency: Insights on the Impact and Value of Brand Consistency”. Among the key findings of the study was that organizations with consistent brand presentations are three to four times more likely to enjoy excellent brand visibility than those with inconsistent brand presentations.

Some of the key findings gleaned from the study’s participants include:

  • Less than 10 percent report that their brand presentation is very consistent, but almost 90 percent agree that it is important to present their brands consistently in all the places people might encounter them.
  • The CMO or other corporate marketing executive has primary brand management responsibility for 42 percent of organizations in the study.
  • Almost all organizations claim to have branding guidelines, but only one-fourth have formal guidelines that are consistently enforced.
  • Over 60 percent of organizations in the study report that materials are always, often or sometimes created that don’t conform to brand guidelines.
  • The greatest negative impact of inconsistent brand presentation, reported by 71 percent, is the creation of confusion in the market.
  • For organizations with brand consistency issues, the average revenue increase estimate attributed to always presenting the brand consistently, estimated is 23 percent.

“For many organizations, their brand is their most valuable asset, and for every organization, the brand holds the promise of becoming its most valuable asset through proper management,” states Jerry Rackley, chief analyst for Demand Metric. “Careless or inconsistent presentation of a brand robs it of its power to influence. So while almost all of this study’s participants agree that consistent presentation is important, less than half of them are protecting their brands as they should.”

“A fundamental principle of growing a brand’s influence is to ensure that it is consistently presented in all the ways and places that it appears,” says Luke Langford, general manager at Lucidpress. “When brand standards aren’t enforced, damage to the brand can occur, causing a loss of brand equity. For organizations that have brand consistency problems, our study found a substantial revenue impact of consistent brand presentation. It is very wise, therefore, to take extraordinary measures to protect and manage the brand.”

Jerry Rackley and Luke Langford recently recorded a webinar to share and discuss the key findings of this report. To view the on demand recording, please visit:

A complimentary report is available on's website:

About Lucidpress
Lucidpress is a design and brand management platform for marketers, trusted by over 2 million users to create and distribute gorgeous branded content with seamless consistency.

With its innovative branding features, Lucidpress makes it easy to enforce brand guidelines while empowering teams to develop documents, flyers, brochures, newsletters and more in an intuitive, online editor. Brand assets are easily accessible at any point during the creation process, eliminating the need to track down the latest logo or pile extra work on top of busy graphic designers. Template locking protects critical fonts, styles and content from unwanted changes, but still gives team members the freedom to localize and customize marketing materials on their own.

To learn more about Lucidpress, please visit:

About Demand Metric
Demand Metric is a marketing research and advisory firm serving a membership community of over 80,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed.

To learn more about Demand Metric, please visit:

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Jerry Rackley
Demand Metric
+1 (405) 213-0050
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