..and the magic formula for consistency is…
It’s important to understand the difference of how we want to be perceived, and how we are actually being perceived.
With the exponential advancement of technology, and the hyper-connectivity phenomena, consumers are getting better at detecting brand messaging inconsistencies.
Brands can spend millions of dollars building campaigns to create awareness and try to convince their customers or potential customers that they hold great values and that they care, but it only takes one bad decision from one employee that is not aligned to that message to throw all the effort out the window.
The obvious solution, one may think, is to invest a lot of money in training to make sure that everyone on board has a clear understanding of the vision of the company, but I think that there is an easier way to promote messaging consistency across all channels.
AND THE MAGIC FORMULA FOR CONSISTENCY IS… (insert drum roll)
Be a product that is honest, and do the things you say you do.
Be so genuine that people get excited to be related to your brand.
Social Media has no tolerance for hypocrisy, and like the German adage says: Lies have short legs.
Brands need to operate with transparency, and do a real effort to step up their game, when it comes to social responsibility and other values that are now important to consumers.
It’s easier to have employees smiling when your brand is truly awesome. It’s easier to motivate people organically when your brand is truly committed to the self realization section of Maslow’s Hierarchy of Needs.
If you build brands with honesty as your number one priority, and this includes personal branding, you will guarantee that your message is the same across channels. Why? because consumers, employers, or any stakeholder will be excited to align with your vision and your values… for one reason in particular: Because your proposal and your objectives are true.
It may be easier said than done, but hey! that’s a start…
And if you still believe that a healthy customer relationship could be sustained with lies, I rest my case, and let Fleetwood Mac take control of the narrative.