“The businessman will never respect the professional who does not believe in what he does.” -Paul Rand
And, according to many marketers, beliefs are at the core of a brand. Knowing this means that it is vital for a brand to be credible in order to be successful.
One way to create a belief is to be consistent in everything you do. If you look at a super-powered brand like McDonald’s, you’ll find that everything they do, from the tiles on the floor to the music in the bathroom, is in line with the brand and its beliefs.
By being consistent, you will begin to build trust with your customers and consumers. On top of that, they will also know what they are getting from you.
For example, at McDonald’s you know how their hamburgers are because they are always made the same way. There is also no question of what the service will be like.
Take a look at your marketing messages and business processes. Is everything in sync? If you were to buy something from your company right now, would you know what you’re getting? If your marketing is right, you’ll know right away what you’re getting.
In Paul Fulberg’s book Sonic Branding a question is asked during an interview with the author and a brand manager. The question was “If BMW built a table, what would it look like?” It was pretty obvious to both, carbon fiber and sleek curves. Of course, BMW doesn’t build tables, but because their marketing is so consistent, you know what BMW is all about.
Take a look at your marketing messages and make sure they are consistent with everything you do.