The term brand is often used to describe surface-level assets such as logos, colors, design elements, or tag lines. Branding is much deeper than these elements. Branding begins with strategy and structure of an organization in order to for the surface assets to have true meaning behind them.
Brands that become well known and powerful share a common trait: consistency. You can quickly rattle off 5 or 6 organizations that are extremely consistent. When you visit a Starbucks, the customer experience is the same, no matter the location within the city, or around the world. When you book airline tickets through Delta’s mobile app or website, the experience is extremely similar, creating a seamless user experience no matter the device being used.
Being consistent builds trust creates a bond, and forms a relationship that can increase the lifetime customer value tremendously. On the flip side, small businesses and startups tend to be constantly figuring out their identity. They may go through several “identity exploration” engagements with consultants in order to develop a new look and feel. These surface assets, while important, will not be able to carry the weight of the brand if there is no meaning behind them. Let’s dive deeper.
The 5 Constants of Powerfully Consistent Brands
While there are exceptions to every rule, the following are meant as guidelines and should not significantly change. Small, iterative changes over time to capture a specific target market is the goal.
- Organization’s Name – Naming your organization and brand is a critical first step developing the identity, market size, brand perception, and strategy moving forward. It is important not to name an organization that will hinder growth, hurt brand perception, or make scaling difficult. The name should be a pillar of the brand, just as your name is a pillar of your personal brand.
- Mission Statement – The Mission Statement is a powerful statement, depicting what the organization does and how they do it. The Mission is something that both employees, clients, and fans know and stand behind. It is part of the organization’s identity, and what drives it forward each day.
- Organization’s Values The core values of an organization demonstrate its beliefs and can be used to bring employees together. The values become pillars of strength and are looked upon when critical decisions need to be made. Choose 3-5 core value’s that instill the characteristics of the organization you are working so hard to shape.
- Organization’s Promise The organization should have a promise statement to hold itself accountable to its clients, fans, customers, and guests. This promise ensures that the client has realized success the way the organization measures it. And, if the client doesn’t realize success, have systems in place to resolve it.
- Organization’s Principles Just as the values of the organization demonstrate its beliefs, having clear principles provides depth, forming a strong foundation from which the organization can operate from.
Documenting and formalizing these statements and beliefs begin to form the beginnings of a BrandedWorld Organization, the foundational elements of powerfully consistent brands.
Download our free
17-Point Brand Factors Checklist
to ensure your brand is positioned
for maximum growth.
Exploring a Brand Identity? Contact Us
We work with entrepreneurs and organizations to develop exceptional brand experiences. Working from scratch or from an existing operation, we will dive deep into understanding your organization and how to leverage the 7 Axioms for explosive growth. Contact us to get started.
Over to You
Are there any other elements that you feel should remain constant? How do you plan to keep your brand consistent to your audience?