How can you expect someone to identify your product on the market if your brand is not consistent. If you confuse your target market, you create a disconnect and the customer will fulfill their need elsewhere. Having experienced this just recently on a small scale over the weekend, I wanted to share my strategies for brand consistency.
1. Logo: It sounds so commonplace, but the logo is the first connection your market will have in the relationship. This sets your brand apart and can create a sense of entitlement to the customer if they have strong emotions attached to the product. I recently walked into a small business where I saw three different versions of their logo around their store. When I inquired they were shocked and said that their company had gone through some changes and that the logo had changed over the last three months. They rushed to remove the older logos that were displayed, but for someone unfamiliar with their product, it could most likely cause confusion.
2. Relationships: As stated earlier before it's important for a business to build a relationship with their market. This relationship transcends the physical face to face scenarios, but includes treatment online, on the phone, and through standard mail delivery. Are you taking care of your customers? That ultimately becomes the question. Do not wait for bad press to then attempt to win back and maintain customer loyalty; if you start out taking care of your customers, any negative press can perhaps be absorbed through brand loyalty.
3. Employee Training: This topic alone could be written about for weeks on end. All of us have experienced bad customer service either in person, on the phone, and especially online. It is vital that all employees receive adequate training when dealing with customers. CEO's, Managers, Directors, etc, rely on their employees to be the face of their company, and few will ever know of the day to day interactions their company has, but all will certainly know if the experiences are negative. Already certain companies like AT&T, Comcast, and Grande Communications to name a few, have already built up such a negative mindset in the customer's mind that it's hard to overcome with simple assurances. Train your employees well, treat them well, and reduce the frustration of bad service.
4. Honesty: In the face of globally connected communities, it's becoming more important for companies to be forthcoming with the products they support. Now this does not necessarily mean that trade secrets are shared, but rather the company be open and accessible to their customer base. Note, this is not a requirement for businesses, nowhere does it say that a company must follow this trend, but the companies that have moved in this direction such as Dell, Starbucks, WholeFoods, Ford, Zappos, have seen a much more successful campaign. If you're interested in becoming a more open presence, don't flip-flop at your convenience, but stay the course and be open to all.
5. Don't Change the Message: In advertising slogans and jingles are what people remember from commercials, whether they are online, or through other avenues of traditional media. Unless something is not working, don't change the message. Stick with slogan/jingle that brought you to the dance. Your customers relate with what you put out, and if it works stick with it, again this separates you from your competitors.
Are you an entrepreneur or small business? What has worked for you? I'd like to see you share your experiences with your brand's identity and what you struggle with.
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