Has anyone ever done something to surprise you?
I don’t mean throwing a surprise party in your honor, but something that is completely out of character from what you know about them. Even if it’s a pleasant surprise, it’s jarring. So much so that you probably start questioning their motivations. For instance, let’s say you have a coworker who always disagrees with everything you say. One day, that coworker not only agrees with your proposal but champions it to your boss giving you full credit and lauding your abilities. Instead of being appreciative for the support, you probably question the motives of your long-time nemesis.
The same is true of company branding.
Your business brand is more than a logo. It’s a promise of what customers can expect from you. That’s why chain stores and restaurants are so popular. People know what they’re getting each and every time. Those businesses have good strong brands and meet expectations.
Why Brand Consistency Is Essential
Your promotional materials must also be a reflection of your brand as is your social media profiles. When you do something that’s inconsistent on either of those, your audience will question your sincerity.
For instance, a high-end car dealership doesn’t want to give out junk pens for their promotional marketing. Their brand is one of luxury and refinement. A pen that breaks or runs out of ink before the signature is completed provides a disconnect in the brand. People will wonder what else they cut corners on.
Your brand provides a dream and fits in with your customer’s worldview. If you disrupt that, you disrupt the reason they purchase from you.
Shatter the dream and you risk the sale.
Or how about the organic health food store that tweets about the fair coming to town and indulging in a fried Twinkie? That business’ audience will likely wonder if their account has been hacked. While we are all nuanced people and should share multiple layers of our personalities, sharing something on social media that is not in the best interest of your audience is a mistake.
Both of these examples interfere with building trust with your audience. They make your customers question who you are and what you value. It introduces friction into the sale because it’s shaking up their view of you and not in an entertaining or fun way.
Brand consistency is important in establishing trust and setting expectations. Without it, you are an unknown and sales will be exponentially harder.
If you want to talk to someone about establishing and leveraging brand consistency for the benefit of your business, contact the ThinkQuik team today.
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