The article by Estelle Karsenti, published on July 29, 2025, discusses the importance of maintaining brand consistency across various teams and markets, emphasizing its role in building trust, loyalty, and driving revenue growth. It explores how companies can achieve brand consistency by integrating their brand message and visual identity into every customer touchpoint, thereby creating connected and memorable customer experiences. The article highlights the challenges brands face in achieving consistency due to disconnected backend tools and siloed teams, and suggests solutions such as using a single source of truth, adopting a composable approach, and leveraging AI tools for content management. Karsenti uses examples like Leroy Merlin and BMW to illustrate how consistent branding can enhance customer experiences and loyalty. The piece also describes how platforms like Contentful can aid in achieving brand consistency by supporting omnichannel delivery and enabling personalized and localized content while maintaining the core brand identity.