How To Approach Consistency? The Case of Pizza Margherita

When you think about consistency, it’s always about managing expectations. Imagine going to a pizzeria, and having one, specific favorite type of pizza – be it pizza Margherita. Or one specific type of coffee. Espresso.

Pizza margherita is always pizza margherita. No matter where you are in the world. It is the same, baseline standard everywhere – a pizza, with tomato sauce, mozzarella cheese, and a bit of basil.

Espresso is always the same. You virtually almost always get 36-40 milliliters of coffee, made out of 18 grams of beans. It’s the standard. I bet you are drooling already, so let’s dial back on the food metaphors a bit.

When you think about it, the product you expect matches those expectations. And if it departs from the standard form, you may feel surprised. Here, the risk is – you may either like it or be disappointed. However, if you establish a baseline standard, you cannot risk underdelivering.

Consistency builds trust. A consistent marketing narrative or story builds trust with your audience. Just like pizza margherita that’s identical wherever you go, consistency in storytelling assures your audience that they can rely on your brand's message.

Consistent, cohesive, and coherent storytelling reinforces key messages over time, and strong messaging stands out, creating a resonant story – also on an emotional level.

Take for instance the people stories campaign we do for Greyt – they present the people working as CFOs as passionate, unique human beings. Greyt ’s hygiene level is finance, but each of Greyt’s CFOs has a unique personality – and this builds an impression that the company employs such humans. And this is the centerpiece of the Greyt’s brand identity. Just as every bite of pizza Margherita reminds you of its classic flavors, consistent storytelling reinforces the core values and messaging of your brand. For Greyt it is a finances-based hygiene level, supported by unique personalities.

Consistency aids in memory recall, making it easier for your audience to remember and recognize your brand. Just as you remember the taste of your favorite espresso, consistent storytelling ensures that your brand remains top of mind for your audience.

If you are consistent, you will gain loyal followers – partially through the familiarity bias and making yourself reliable.

Just as you keep coming back to your favorite pizzeria for their consistent pizza Margherita, consistent storytelling encourages repeat engagement with your brand.

Espresso always gives you the very same, odd feeling of satisfaction when you drink it, even though drinking something so concentrated may seem counterintuitive. Yet we go back to that “hug in a cup” over, and over again.

When you think about consistency, it is also critical for long-term impact, and the long game. Margherita is the basic form of pizza that we all like to go back to. Just as the popularity of pizza Margherita endures, consistent storytelling helps your brand maintain relevance and resonance with your audience for years to come.

Espresso is a baseline standard for coffee drinks. In Italy, the espresso has the same cost across all cafes, which is another element of its being a golden standard of measurement, for coffee drinks. It is consistently delivering the same caffeinated shot of pleasure, regardless of where you get it.

Consistency makes you feel safe – when you get what you expect.

So, want to go for a pizza margherita or a double espresso today?