CONSISTENCY IN EVERY DETAIL

I am conducting a four-part tele-seminar about branding, and the discussion came up about consistency. It is of critical importance, as it ensures that every little touchpoint with the consumer resonates with all the other communications that impact your brand identity. I was trying to point out how clear branding is by asking people to quickly choose: “Coke or Pepsi? Target or Wal*Mart?” It’s an easy enough exercise when the brand is clear; but not so easy when inconcsistencies come in. The person responding to “Target or Wal*Mart?” struggled because, while they liked the Target commercials and loved the stores they visited in California, they did not like what they saw in Connecticut. Hmmmm. Seems even the big super-marketeers stumble over their brands occasionally. Their inconsistency cost them a consumer. Multiply that by a few million people and that can really make a difference to the bottom line! Ouch. Is there any inconsistency in your brand that might be costing you a customer?