Why Consistency Is Important To Successful Branding
Successful Branding is the key to differentiating yourself from your competition, you see if you don’t create a brand promise around the reality that you live up to, your brand promise will be pointless. You see a successful brand is built through the consistent delivery of the promise through all stakeholder touch points. It is the consistent experience that builds trust with your customers, and trust is the foundation for promotion and loyalty.
A example is imagine if you walked into Starbucks and the barista got your triple tall, half caf, iced, non-fat latte wrong? You’d probably would think, “First-world problems,” not get too upset and go about your day. But what if you went to a different Starbucks the next day, and your order was mishandled again? Part of the brand promise of Starbucks is that you’ll receive a customised beverage that suits your palate and your diet, no matter how complex the details or your order is. How many times would you be willing to experience inconsistency before you switched to a different coffee ship?
In today’s market, competition for customers is harsh within all industries, even in fields like health care which once seemed so far way from clever marketing.
Yet many business owners and CEO’s are resisting to upholding their brand promise in which they invested so much time and finance. They lose sight of the brand values as they focus on the day-to-day activities of their business. It happens more than you think, and it happens because of the false belief that branding is about creating a slogan and a logo that people will recognise and remember.
Successful brands are based on authenticity, which can be anything from achievements, strengths and emotions that are alive.
Branding will not succeed if an company / organisation is:
• Opposing to being consistent
• Opposing to hearing what their customers, employees and other stakeholders really say about them.
• Opposing to reveal the talent and personalities of their employees, giving them the freedom to become committed and devoted brand ambassadors.
• Opposing to investing in high-quality components, such as training for employees, so that the customer’s experience is always consistent with the brand promise.
Consistency is the key component to successful branding. And consistency goes beyond the product itself. The brand message must be clear with every synergy each stakeholder involvement.
Being consistent does not mean that you cannot change. Consistency gives you a firm foundation for evolving into offering even more options for even a bigger audience. Once you have built a reputation through the consistent delivery of your brand message, then you have permission to evolve and expand the brand.
A perfect example of a brand name is Richard Branson, he has grown from running a record label to running an airline, with many other ventures along the way (including a plan to travel to outer space on Virgin Galactic, “the world’s first commercial space line”). He has built a multi-billion dollar conglomerate around his brand values of adventure and risk-taking. People expect the unexpected from Richard, he remains consistent in delivering a customer-centric, aesthetically pleasing, cool experience no matter the venture.
How authentic is your brand? Are you delivering your brand promise consistently? Speak to any of our team at DesignLab to see how can help succeed your brand.