Creativity? Please! Brand Building Is About Consistency


Because of the amount of competition in the market, businesses are on the lookout for new ways to succeed. One method you might have come across recently is brand building. More and more companies are emphasizing their brand as they realize the benefits. However, their efforts are misplaced as they tend to focus on being creative. Sure, a creative team is very effective at coming up with new and engaging content and advertising. But, there is only so much a vlog or a TV ad can do. Your brand building has to be consistent if you want it to be successful, and here are the reasons why.


It Makes The Firm Easier To Judge

Customers don’t just judge you; they want to judge you. Why? It’s because they need to know who they are dealing with before they do business. Think of it this way. Imagine meeting a person who changes their opinions and beliefs every five-minutes. It would be impossible to get a handle on him as a person because he is unpredictable. Now, imagine buying a product of his for a large sum of money. It isn’t a logical move. This is how customers feel when they can’t make their mind up about a company. Thankfully, a consistent brand will give a positive first impression.


It Is Less Confusing

After the success of your high street store, you hire a developer such as Good Chee to create a site. Then, you use the Web to get a snippet of the 1.6 billion sales which happen online every year. But, there is a hitch. When a business has multiple platforms, the message can get lost in translation. Therefore, the customer gets confused and doesn’t know which company rep is right and which one is wrong. As the situation escalates, they realize they can’t trust the firm and take their business elsewhere. A consistent message regardless of the platform will reduce confusion and increase trust.


A Brand Adds Value

Forget about selling units for a moment because there is more to a business. For instance, engaging and interacting with people directly has become a big part of the industry. As you interact more, the company develops a voice which the customer grows to love. A simple example is The Fiver, an online daily sports feature by The Guardian which mixes current affairs with humor and wit. Your voice might even revolve around the fact that you are considerate to your base. Regardless, customers don’t like it when your voice changes from one day to the next. When they have something which adds value, they want it to stay that way.


It’s A Long-Term Game

Quite simply, building a brand is not a short-term venture. If you want success, it is crucial to think about the future and develop a message that lasts the test of time. Of course, this won’t happen if you change the message on a monthly basis trying to chase short-term sales. Although it’s hard, stay strong and think about the future instead of the immediate present.

Ultimately, consistency is the foundation of a quality brand.

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About Dequiana Jackson

Dequiana Jackson, CEO of Inspired Marketing, Inc., is a small business marketing coach who teaches women entrepreneurs how to monetize their message so they can make more money from their expertise. Dequiana is the author of Know Your Business: How to Attract Ideal Clients & Sell More and runs the award-winning blog,

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