Consistency in a brand’s communication means that its messaging is homogeneous in both content and form to avoid confusion and preserve the effectiveness of its overall communication strategy. This concept, often associated with advertising, also applies to other forms of non-advertising communication. The increasing complexity of ensuring this consistency stems from the diversity of available media and the resulting governance and control challenges, particularly regarding social media management. It is important to emphasize that consistency does not mean uniformity, especially in terms of form. It is common practice to adapt the brand’s message to the medium used without compromising the overall consistency of the communication. Furthermore, communication consistency can also refer to the cohesion of communication elements with other aspects of the marketing plan, often referred to as the “marketing mix.” One advertiser emphasizes the importance of maintaining consistency in its communication: