To build consistency, a brand should not focus solely on repetitive messages. This can make a brand seem disconnected, unresponsive and not in sync with its audience. In our fluid and agile world, the appropriate approach is to focus on multiple, small ideas rather than a single brand idea.

Patterns can make a brand seem more expressive and human, and this will help establish trust. An effective brand pattern creates coherence between its Artifacts, Behaviors, and Concepts. Artifacts include the logos, slogans, names, shapes and products that a brand offers. Behaviors include the actions, performance, and the response of a company. Concepts are the visions, strategies and plural thoughts that bind an organization. By employing these different mediums a brand becomes more believable because these elements support one another rather than repeat themselves. Patterns allow companies to reconfigure familiar elements to create new meaning. This makes them useful for new contexts. They can adapt and evolve without becoming completely different. The Japanese brandUniqlo uses a strategy of placing the customer at the center of the brand. Instead of a single lifestyle identity, it creates many unique projects that serve as tools for its clients.

Consistency emerges through the formation and repetition of coherent patterns. Our brains perceive patterns in actions, behaviors, thoughts and memories, and it uses these to inform decision-making. Patterns are unique in that they allow for variation while building consistency. Many musical compositions use only the basic seven notes of an octave, and yet these building blocks differentiate melodies to such an extent that people can remember entire pieces just by listening to a few notes.

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