"Whether they like it or not, every company has a brand. Simply put, a brand is what comes to someone's mind when they think of your company. A brand is who your company is at the core. Brand consistency is agreement between all of the marketing elements of a brand."
I heard a discussion concerning brand and consistency on a favorite morning show as they discussed the famous British clothing company,J Barbour and Sons.This company was started in 1894 and is famous for its waxed jackets, country gear, and casual clothing. The waxed jackets are still made by hand in Simonside, England, and they thrive on their brand of upholding the unique values of the British countryside.
On the show, they were interviewing the 5th generation owners about their outerwear garments and why they haven't changed much over the years. Their reply was that they were still offering many of the same items as they had from the beginning of the company because their brand, though tight, was loved and valued and was what the buying public wanted.
They were sticking by their brand and their products, year after year, decade after decadeand it was a very successful strategy for them.
Their clients (and prospective clients) treasured, valued and were willing to pay top dollar for this product. In fact, instead of purchasing a new garment when their current one was starting to look ragged, their clients instead sent their old garments back to the company for refurbishing and paid a hefty price to do it. THAT IS LOYALTY!
The queen of England is one of their best clients and when she recently sent in her tattered coat, they offered to make her a new one! However, the queen politely asked them to simply refurbish the one she had-she loved and valued it that much!
WOW! This speaks volumes about why we need to create, build, protect and stick with the brand we have built or are building. As creatives, I believe we sometimes become bored at times doing the same thing over and over.
However, in this area, we must understand that consistency is a key to a successful brand...and we need to stay the course.
Evan Anderson says, "With all the "noise" of other brands and individuals, people don't care about your product unless they care about who you are, as well as what you represent.That is why establishing a solid brand, and keeping continuity with that brand, is vital."
Once your brand takes root, you still need to water it, so to speak, by making sure it appears in everything you do, print, or associate it with...if you don't, you risk confusing the marketplace about who you are and what you do.
And you lose clients who no longer see you as a viable, trustworthy company to do business with.
Here are some mistakes to avoid...
Logos that don't match when used in different places. Or you change your logo too often and before the public starts to recognize it.
Brand colors that keep changing on printed and digital pieces.
Stories that keep changing when viewed on different sites such as your website and Facebook.
The "voice" that is constantly speaking about your brand keeps changing.
This month, take stock of who you are and what you do which are your brand foundations. Then stick to it and be consistent.