Excerpt:

But no matter what that personality is for your brand, it’s consistency that counts for reducing customer churn. And in turn, customer retention is huge for profitability, with one study finding that “improving retention by just 5% results in a 25 to 95% increase in profit.”

An anecdotal way to prove this rule is to think about the opposite. How would you feel if you suddenly got an email from Mailchimp addressed “Dear Sir or Madam”? Or opened up Microsoft’s website for its headlines to tout Teams as “On Fleek” and “Mad Sexy”?

Both of these brands have clearly defined audiences and voices — to see them communicate with different, inconsistent language would be jarring and suspicious. 

Yet, it’s easy to find this kind of inconsistency with brands that do not have a well-defined voice, particularly when it comes to UX copy. 

Because the power of consistency extends to what users experience when they open up a new piece of software or app for the first time. They’re looking for the same tone, personality, and excitement that they got from the marketing copy they first saw. They want to feel the same camaraderie with the cashier at the grocery store when they buy Gold Medal Flour that they felt when Betty Crocker answered their letter.