One characteristic that all great brands share is they are consistent in what they look and feel like, as well as what they do. Bayer aspirin has changed little over the decades and still does the same thing today that it did 50 years ago: gets rid of headaches. Everything you do to promote and manage your brand needs to be consistent, including design, look, feel, tone, voice, benefit, and message. The reason brands must be consistent is they take a long time to build, maintain, and evolve, and this is what builds consumer awareness of the brand. In orther words, it makes consumers think of your particular business, service, or product when they have a specific need to be filled that is relevant to what you do or sell. Even brand king Coca-Cola got caught in the consistency trap when they tried to change the recipe for the soft drink after more than 100 years of it being the same. Consumers revolted and coke was forced to issue two recipes of their cola, New Coke and Classic Coke. The consistent Classic Coke that looked and tasted the same won out hands down over New Coke.
Excerpted from 'The Ultimate Small Business Marketing Guide'
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