Any brand is only as strong as its weakest link. The question is: How do we grow and adopt our brand?
As I wrap up this blog post series today, I want to talk about two things that are non-negotiable when it comes to branding – consistency and authenticity.
More often than not, a lot of little things make up an authentic brand. If our service is authentic, our brand is authentic. And the more consistent we are, the more that authenticity grows.
I once had a client ask why he couldn’t get customers to appreciate his company’s commitment to service.
So, I picked up the phone, put it on speaker and dialed their number.
The telephone rang. And rang. And rang. Finally…
“Your call is important to us. Please hold.”
You simply have to deliver what you promise.
The key to connecting with customers is to become a part of their lives. Your customers need to know that even if nothing else in their life is reliable, you are. You’re the one who will pick up the phone, listen to what they have to say and make sure that everything is okay.
When you make the promise to your customer that you’re available to them, you have to live up to that promise (Authenticity!). And not just once or twice but every time (Consistency!).
There’s no need to spend a lot of money on complicated branding plans that are more hassle than they are worth – when it comes to branding, it’s about your company going into the world with its best face forward. No gimmicks, no flashy logos, no pomp and circumstance – just the best your brand can be.