Three things that all strong brands have in common are clarity, consistency and constancy. These are the all-important ‘Three C’s’ of branding that I addressed in a previous issue of reachBEYOND! But among these three Cs, one stands out as being particularly integral to all strong brands. That C is Consistency.
Even though clarity comes before consistency, being clear doesn’t automatically translate into success. There are many brands that are clear about what separates them from their peers or competitors, but they are not always consistent in delivering on that differentiation. Consistency is critical.
Regardless of what you do or for whom you work, those in your target audience must understand your unique promise of value. Consistency reinforces your brand message with every interaction you have with your target audience. This enables you to become known for what differentiates you from your peers or competitors.
Some corporate brands have understood the importance of consistency from their infancy. Look at W Hotels, for example. W stands for chic, hip, trend setting. The W brand promises the perfect combination of a trendy boutique hotel with all the services you expect from a large hotel chain. So you can be in-vogue and still use all the amenities of a mega-hotel and earn frequent-stay points too.
W has been incredibly successful in consistently communicating the fact that they sit at this unique intersection of style and service. From their web site, to their reception area, to the initial impression of your room, they evoke the same feelings, images and emotions. And they create a consistent experience for you. This includes Aveda products in the bathroom, comforters on the beds, trendy bars and lounges with DJs, high-speed internet connections and the latest equipment in their fitness centers. Everything screams high style and great service. And whether you are in the W in Murray Hill in Manhattan or the W in the French Quarter in New Orleans, you can be sure you’ll have the same experience.
With personal branding, the role of consistency is just as important. When everything is consistent about your brand, you can become known for something. A successful personal brand is always the same. It’s your promise of value to your customers, clients, managers, peers, etc.
Richard Branson is known for being a risk-taker. From his first business venture signing the Sex Pistols onto his record label when no-one else would, to his hobby of flying hot air balloons around the world, to launching Virgin Cola to compete with the world’s strongest brand, Richard Branson is consistent.
People around you like to know what they can expect from you, too. Incongruent experiences leave them confused about who you are and what makes you special. You become a truly strong brand when you conjure up the same images, thoughts and feelings in the hearts and minds of those around you.
To develop a greater understanding of the role of consistency in branding, look at all of your interactions with your clients, peers, managers, etc and ask yourself two questions:
- Is this person with whom I am interacting clearly experiencing my unique promise of value?
- Is the experience the same regardless of whom I am connecting with?
If your answer to both questions is yes, congratulations! You are successfully building your brand through consistency. Over time, those around you will be able to clearly understand and communicate on your behalf what makes you unique and valuable.
> learn more about the Three Cs of personal branding
> and if you are looking for even more Cs, check out the top ten
> discover what makes you unique
> marketers, take some of your own medicine and expand your career success