The law of consistency in regards to branding means that once you have a solid brand you will need to keep be vigilant in everything you do to ensure that brand is consistent every time. Great brands are not born over night so the more consistent you are the more that brand will stick into the minds of consumers.
For example Ray Kroc who created McDonald’s had a great vision of his brand. One of the corner stones of his brand was that in every McDonald’s you would get the same food no matter where in the world you were. A big mac was a big mac in your home town and if you were half a world away. Ray Kroc paved the way for other very successful franchisee restaurants who follow the same consistency today.
I have seen other restaurants where they have 1 logo for their sign, a different logo on their flyer’s, yes a different logo on their yellow page ads and a fourth logo on their food boxes. This company was doing okay but in terms of branding their logo I am sure that customers were having trouble remembering it. The key for a company like this would be to create one memorable logo and ensure that all marketing that they do uses the same logo.
If your company is not consistent then I suggest you start today.
What high-end car company has used the same tag line for over 20 years?
Peter
April 25, 2008 11:21 am
This will also save you money (by not wasting it on ineffective advertising) and make your advertising generate better response. I’ve seen newspaper ads that look so different from the store’s brand that you could be standing in front of the store looking at it while holding the newspaper ad in your hand and have no idea that the ad is for that store. So that’s wasted money in advertising.