Find your flow with brand congruency

How to build a brand that evolves while staying true to your essence

The branding process can feel rigid when we give too much weight to consistency. We've all heard the advice: show up regularly, follow a steady pattern, and “success” will follow. But for many of us, that's energetically impossible.

Note: when talking about "consistency" in the context of branding, I'm not suggesting it's unimportant, only questioning the adherence to consistency that can stifle creativity and limit exploration.

Consistency can be valuable, but I often hear clients say, 'I need to show up regularly,' when, in reality, they need to value their humanness. Because when we tune into how we truly feel, that’s when the magic happens.

Creatives who put pressure on themselves to be consistent can often feel stagnant. They struggle to pivot, explore, or adapt because it isn’t part of the plan. But I would advocate for trying that new strategy or testing that fresh palette in a carefree way. Sometimes, you have to play to see what works.

What is brand congruency?

Congruency is all about harmony—the way your beliefs and actions reflect one another.

Think about congruent shapes: they’re identical in form and size. In branding, this means aligning your strategy, style, and story, resulting in a narrative that resonates with your audience and reflects what they experience in practice.

You can break down your narrative into three parts:

• Who you are

• What you do

• Why you do it

And you can enrich it by taking people behind the scenes of your life, work, or creative practice, weaving in personal details to deepen the sense of belonging and connection.

Congruency, for me, is about depth, meaning, and substance.

Congruency vs. Consistency

Here’s a quick breakdown of the two concepts:

Consistency:

• Definition: Regularly showing up with the same strategy, style, and story over time. It’s about repetition.

• Purpose: Builds recognition—whether it’s tone of voice or frequency of communication, people know what to expect.

• Drawback: Too much emphasis can lead to rigidity, making a brand feel predictable or inflexible.

Congruency:

• Definition: Ensures alignment between your beliefs and actions, harmonising your strategy, style, and story with your audience.

• Purpose: Builds integrity and makes your brand feel genuine and approachable, creating deeper connections.

• Benefit: Allows your brand to evolve while staying true to core values. It’s about adaptability.

How does congruency work?

I think of congruency as the sweet spot. There's strength in it, but a softness too. However, it has its drawbacks. Ever find yourself obsessing over alignment, focusing on crafting a flawless strategy, style, or story? Perfection doesn't exist, so striving for it will leave you feeling boxed in.

Then there’s the not-so-small matter of fearing inauthenticity. The concern that any shift in tone or style will make you appear fraudulent, stopping you from taking risks or evolving your brand. My mentoring clients often come to me when they’re in this space—rooted to the spot, unable to make decisions, solve problems, or move forward.

This is why I advocate for a thoughtful approach to refining your brand. Yes, play by all means, but don’t constantly adapt. That's what dilutes your messaging. Think tiny tweaks, not seismic shifts. Congruency is important for integrity, but it works best when you allow room for experimentation.

Why does congruency matter?

Congruency builds trust, loyalty, and character. Positive experiences amplify your message and reinforce your principles.

An overemphasis on consistency can overshadow our true selves, leading us to strive for an image that isn’t entirely “us.” This distance between promises and reality can erode brand congruency and undermine credibility.

So what if, instead, we embraced our natural tendencies, allowing for a sense of flow that fosters curiosity, creativity, and connection? You may be thinking, ‘ugh, semantics.’ But for me, the idea of congruency lands better than consistency. I guess it feels more achievable. How does it land with you?

Brand Seasons® Playdeck

If you're ready to take a more playful approach to branding—one that honours your personal and business seasons—the Brand Seasons® Playdeck could be the tool for you. Carefully designed to help you craft a brand that feels like home, the card deck offers pocket-sized wisdom and guidance for creatives.

Launching on Kickstarter on Monday 23 September, you’ll also find a beautifully designed paper and print, plus new ways of working with me as a community and individually.

Be among the first to bring this project to life by signing up for notifications, joining the initial wave of backers, and entering a special giveaway on Instagram.