This is one area of business that so many people get partly right and then hope for the best to get them through. For a brand to be successful it needs to be consistent. If you want your client to trust you and to be repeat customers then you need to be consistent with them. Clients want a brand that is consistent and successful. People do business with consistent people.
You want your clients to become your fans, for this to happen you need to establish a pattern that your customers are familiar with. They want to know that you’re business is predictable in how you communicate to them. They don’t want to be surprised unless you are doing it in a good way.
Lets take McDonalds as an example; no matter what opinion you have about the food. Their customer service, the systems and procedures has made them the most recognised Brand in the world. No matter where you are, when you walk into the restaurant you know exactly what to expect. The service, the food, the presentation of the restaurant and carpark, is consistent from location to location. If it wasn’t they would not last and grow the way they are growing.
Your customers want to know that they can expect the same type of service and results they got from you the 1st time they shopped and when they come back they are expecting the same experience or better.
Every area of your clients experience has to be consistent.
- Deliver a quality product
- Deliver quality service
- Customer service needs to be predictable
- Marketing needs to be consistent
You need to stay in front of your customers; otherwise you run the risk of losing your customers to Brands that are consistently more visible than you are.
Your consistency needs to run right through your Brand and Marketing, your colour schemes, your layout, the scripts you use, the systems you establish. Your business cards need to be the same as your website for example, when people are purchasing from you they should recognise you in every aspect of their experience.
Your Branding and Marketing should always be consistent and clear if you intend to be noticed in the market place and making a great profit.
