2Brand You, Part III: Consistency with Your Brand – ‘Don’t Go Changing’ by Dawn Jordan Jones
Branding is the beginning of cementing your product or service in the place of your future consumers, customers, or clients. The next steps require consistency in your branding and marketing. Consistency is important because it allows your tribe to know what they will always receive from you. It is similar to going to certain fried chicken franchises and knowing that the 11 herbs and spices won’t change in the seasoning for the chicken. If it changes, it changes what the public is expecting and there is no way to ruin a brand faster than making changes in products or services that have helped it achieve greatness.
Consistency builds trust with your consumers. A leading coffee store chain has had a similar logo and color scheme since its inception. They are known for the logo so much that other companies try to make similar logos (and I am sure that cease and desist letters come their way!). Over the years, there have been slight tweaks to the logo, but it is still the mermaid in the circle. When you see it, you know that it is their brand. You know it is the taste and the pricing they are known for in the marketplace. What would happen if they decided to change the logo or remove their classic Pike Place blend? For this particular company, I’m sure they would overcome the adjustment, but not without coffee lovers wondering what and why the change.
Consistency allows you to measure performance and improve results. Once you are consistent with your brand you can see what’s working and what’s not. You are able to see how certain items work in marketing, what wording appeals to your tribe and what items draw their attention. Once you gather this data, you are able to make adjustments to your plan and improve the results in order to deliver what your tribe desires.
Consistency creates accountability. As you are consistent in your brand message and delivery, your tribe will let you know when you step out of line. I grew up near a midwestern town that was home to a local potato chip company. They are my favorite chips and even though I’ve been gone from my hometown for over 25 years, I still get the chips when I go home and sometimes I order them to be shipped to me (yes, I’ve got it bad for those chips.). A few years ago, when the government moved toward eliminating trans fat from cooking oil, the company had to make changes to its cooking processes. Unfortunately, the first few changes didn’t go over so well and the consumers – including me – let the company know it. They continued to ‘tinker with the recipe until they finally got the right flavor ‘back’. When you make changes, you can expect your loyal tribe to let you know. They know what they like and when it changes (not the Oreos offering Golden Oreos change), you will hear from them loud and clear.
Consistency with your brand allows your tribe to know what they are getting from you. It offers the pathway to build trust with your consumers as well as to measure the performance and improve your results. Finally, consistency creates accountability with your tribe and they will let you know when you are off. Be consistent with your brand and don’t go changing. Your tribe will thank you for it.
Dawn Jordan Jones is CEO of 29Eleven Media, LLC who assists businesses and ministries market their truth and attract the people they are called to serve through branding, marketing, web design, graphic design, and social media management.
Website: https://29ElevenMedia.net
Twitter: @29ElevenMedia
Keyword:
Branding you
Metadescription: Brand consistency assists in building trust
with your consumers, allows you to measure performance and improve results and
creates accountability with your tribe.
Tags: branding
your business, entrepreneurship, market your truth, consistency, brand voice,
brand message
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