Sometimes consistency can be hard. If I were to do these videos whenever I felt like it, you wouldn’t hear from me that often… certainly not today after just returning from an exhausting 2 days of travel with my family.
Doing this video today has not been an easy task. Sometimes however, you need to just suck it up for the sake of Brand Consistency. I have committed to putting out a new video each week (that I’m not on vacation) and here’s why that commitment is so important.
There are really 2 parts to branding consistency. Those are Recognition and Repetition. That’s because it’s important to be consistent visually, meaning when people see your ad they immediately know who it’s for. If you need help with this, I have done an episode on just this called 3 Ways To Lock Down Your Brand Like A Bank.
And Repetition is important to staying top of mind. It is especially important when it comes to content creation. If you have made a commitment to produce content on a regular basis like i have, you better stick to it or your audience will not know what to expect and therefore lose interest much faster.
The important thing to remember is that being consistent does not mean that you cannot change. In fact the opposite, as brand consistency should be a pivot point for change. That’s because it’s connected to your core mission and values, not just the products that you offer.
In my video I use the example of Blockbuster and how if they had a mission to provide affordable and accessible entertainment, it should have guided them in multiple directions, not down the drain. There could have been many alternatives and the Netflix model is just one.
Starbucks is another example where consistency is key. Think about the fact that you can go to a starbucks anywhere and get the same drink and the same experience from coast to coast. With that as their focus they have the felxibility to make changes to their menu and their products if the market demands, as long as they change across the board.
So as I often say, be fresh, be bold, be consistent, and be seen. See you next week!
