Why consistency is the boldest move a brand can make

In a world of constant noise and endless novelty, true boldness comes from something much harder: consistency. The brands that earn lasting trust aren’t those chasing attention, but those showing up with the same clarity, conviction and creativity over time, writes Julia Sheehan, GM, Leo Australia.

For too long, boldness has been mistaken for noise. Loud one-off campaigns or purposeless flashy stunts have often been held up as the markers of bravery. But in a world overwhelmed by distraction, true boldness looks very different. Bold is being consistent. Bold is being clear. Bold is committing to the long term, even when everything around you is demanding you change direction. 

Bold is being consistent: In a culture addicted to novelty, showing up with the same conviction time and again is not a safe choice, it’s a daring one. Brands like Bunnings exemplify this. Without spectacle or gimmick, it has built trust by reliably delivering value, helpfulness, and its culturally iconic Saturday sausage sizzle. What might seem predictable is, in fact, the boldness of long-term commitment to its brand.

Bold is being clear: In a noisy, complex environment, simplicity is one of the hardest strategies to execute. It requires stripping back, focusing on what matters most, and trusting that clarity will resonate. Heinz’s enduring “It Has to Be Heinz” platform demonstrates the power of clarity. By anchoring itself in a single, timeless truth, it has been able to express itself in fresh, innovative, and culturally relevant ways. Simplicity, far from being the easy option, is an act of creative courage. 

Bold is playing the long game: Many brands are seduced by quick wins, but the real returns are delivered by those who stay true to their purpose over time. Our client, Suncorp, has built strong equity by anchoring itself in resilience. Everything it does is in service of this. That discipline is not restraint, it’s bravery in the pursuit of enduring impact.

Bold is building emotion consistently: Bonds demonstrates this beautifully. Through campaigns such as “Real Bodies” and “Out Now”, it has embraced vulnerability, inclusivity, and relatable humour that connects deeply with audiences. The brand’s consistency of tone and authenticity amplifies its emotional impact. Consistency here is not the opposite of creativity, it’s the foundation that makes it memorable.

Bold is showing up authentically in culture: Participation in cultural moments doesn’t require shock tactics. Vegemite continues to resonate because it leans into its role within Australian humour and identity. Its relevance is not forced; it’s earned through the consistent expression of who it has always been. Cultural impact, in this sense, comes not from noise but from truth.

And for some, bold is to disrupt, consistently. Patagonia, Burger King and Liquid Death prove that disruption itself can be a predictable behaviour. Their audiences expect them to challenge norms and subvert expectations, and their consistency in doing so has become its own form of trust. Disruption, when rooted in brand truth, can become a steady and reliable brand asset. 

The business case is equally clear. System1 and Effie’s The Creative Dividend report show that consistent brands achieve four times the ROI of inconsistent ones, and are twice as likely to report profit gains. At Leo, we’re in the business of reinvention. This starts with identifying the core truth of a brand that must be protected, while evolving what can unlock growth. Boldness isn’t about tearing down everything familiar. It’s about creating enduring platforms that adapt, evolve and compound in value over time.

In the end, boldness is not about being the loudest voice in the room. It’s about having the courage to be clear, the conviction to be consistent and the discipline to stay true to what matters most. In a world of endless distraction, the boldest brands are those that know exactly who they are and they show up consistently – earning them trust that lasts.