Whether your company is well-established or just starting out, your brand’s voice will almost always be found at the center of your success. If that voice isn’t consistent, it might as well be silent.

Here are three ways to be consistent with your brand voice, so that when you raise it, it works to elevate your business:

1. If you build it, they will consume it. I think we can agree that one of the most effective ways to nurture stronger relationships between your brand and your customers is by building mutual trust and respect. Presenting a unified and transparent vision of where your company has been, where it is today, and where it sees itself in the future, is the first step in gaining that mutual trust and respect. While your creative may change over time, your brand’s message should always ring true to a core identity that customers can grow attached to over time.

1. United we brand. A consistent brand voice should showcase your company’s values and intentions throughout everything you intend consumers to interact with across all channels. This ensures your current and future customers are fully aware of who they are, what they stand for, and what they have to offer. If a certain level of consistency is not continuously held and maintained, a loss in profits, as well as a less-than-stellar reputation, can and should be expected to follow. The simplest method to avoid this potentially lethal mistake is by prioritizing and applying that level of consistency across all of your brand’s communications. From television commercials and print to website ads and social media posts, it all needs to ladder up to the same overarching mission statement. If it doesn’t, getting customers to respond to your brand voice is pretty much mission impossible.

1. A change won’t always do you good.  The longer your brand’s voice has time to resonate with its intended audience, the more likely it is to spread its outreach amongst new and potential customers. So, trust the process and trust your team. Of course, utilize any available data and metrics to optimize your brand guidelines, but don’t panic if something isn’t performing as planned. Sometimes, it just takes time.