If you are going to be a recognised brand, it is SO important to ensure that you maintain a consistent message and communication across all that you do. The Costa Coffee branding to the right is an example of what NOT to do!

We started keeping an eye on what Costa were doing mid-2010 (mostly because we thought the message on their trucks was really clever). However, we have yet to see a consistent strapline and message, colourway and imagery across their communication mediums - what a pity!

Communication messaging: 

Trucks: 'Saving the world from mediocre coffee'

Bus Stop posters: 'Voted the nation's favourite coffee shop'

Website: 'Coffee lovers prefer Costa'

TV: 'Not all coffees are created equal'

(Can someone at Costa PLEASE make a decision about the 1 message to communicate, and stick to it.)

What do they (at least) do consistently:

• Talk about coffee
• Use capital letters
• Maintain the same font

(Can you also stick to your classic Costa Red. This purple thing you've got going on the website - what is that?)

A lesson for the rest of us: not maintaining a consistent message, not only wastes vasts amount of valuable marketing resource, it also completely confuses the consumer you're trying to reach.

What do Costa stand for? What do they believe in? A person is completely unable to create an impression of the brand or form an opinion about them - making it impossible to build a loyal relationship.

It's not dissimilar to dealing with someone with a split/multiple personality.