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The Importance of Brand Consistency



On a long drive home in the last few weeks, we stopped to grab a bite to eat at Chick-Fil-A. The line was long, but just like every other Chick-Fil-A I have ever been to the line moved quickly, we were met with a smile, received our food quickly, and it tasted amazing. Just like usual. I can't remember a time my experience at Chick-Fil-A wasn't just like this experience.


No matter if it was California or New York City, their brand consistency was inevitable. What would have happened if they forgot my food? Or instead of a smile, the person working was extremely rude? First world problem, right? Would I go back or just head to a similar place across the street?


Their brand consistency keeps me in that long line no matter what. These days, competition in business is fierce. Branding is the difference between your small business and everyone else in a similar field. If you don't live up to your brand, day in and day out, then the trustworthiness of your brand will fall. When the trust falls, so will the sales.


Brands are built from consistent delivery to all those involved. This consistency will build customer loyalty which is a crucial part of the ability your business has to scale to new heights.


Here are three reasons why your Brand Consistency is more important than you make think:


1. Taking Your Marketing to Another Level


On our drive, we came across a billboard that showed a couple of cows painting the slogan "Eat More Chicken". That's all we needed to see for our mouth to start watering over thoughts of a chicken sandwich and those amazing waffle fries. We HAD to stop for some food after that.


Brand consistency can take your marketing to another level.


This can be a shift from trying to convince your potential customers to stop in and buy your product or service. Your brand can become so consistent, so connected with your product or service that when your target audience sees just your company logo they immediately start thinking about making another or new purchase.


2. Consistency Makes Your Brand Feel More Dependable


When you are first getting to know a new person, you begin by developing first impressions, and formulate assumptions naturally of the type of person he or she is and you begin to develop your opinion of them.


If the first time you met someone and they were wearing a swimsuit and holding a surfboard you would think they might be a surfer. Well, let's say you see them the next day, this time they are sporting a fresh new haircut and a briefcase. Maybe, they are a business person? Let's say you run into them on a third day, dressed in a basketball jersey and some cargo shorts. At this point, you might be a little confused about who this mysterious new friend of yours is.


Now think about this in business. Would you be a little nervous doing business with someone whose image is constantly changing? It is a tad unpredictable. With so much competition in the world, people want predictable.


As a business owner, customers can feel similar about your brand if you don't make sure to create a consistent branding message. Your brand needs to align with your product or service. Try not to send mixed signals to potential customers. If your service is fun and loud, let your brand be fun and loud! This will leave a feeling of trust with your customers.


3. Consumers Are Loyal to Brands They Recognize


Allowing your current customer and potential customer base to get to know your business on a more personal level is what brand recognition is all about.


It is a well known fact that making purchases has always been just as much of an emotional decision as it is a practical one.


When people feel like they know your brand, who you are, what you stand for, they are much more likely to consider doing business with you. It all comes back to TRUST.


Why do I always go to Chick-Fil-A on my long road trips? They are predictable. Nice service, clean facilities, amazing food, and quick service. I know what I am getting when I stop, and I always like the result.

Providing your consumers with a consistent experience through the many different marketing channels that exist today, is just as important as being consistent with your product or service.


Establishing your digital brand through all marketing channels to look seamless from your website, social media accounts, emails, your storefront, and even packaging is going to make your customers feel comfortable.


This is going to make new customers become returning customers because they feel like you are a brand that they can trust.


Razor Thin Media

If a consumer can feel like they know you, they can identify with you, and then trust you. The greater trust will lead to a larger customer base and higher sales of your product or service. And if you deliver a great service, they are much more likely to recommend you to others around them.


We are here to help you create a brand that stands out and separates your business from the competition. Establishing a consistent brand will launch your business into a new space that can lead to greater results.


Contact us today to get started by visiting our website at www.razorthinmedia.com or give us a shout at 928.978.5077.

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