Importance of being consistent for successful branding

When it comes to branding, many marketers believe that change is the only consistent factor that keeps a brand alive and with this misconstruction they try implementing out of the box thinking, sometimes in the form of changing the logo, or may be adopting a new name because of launching of a new range of services. However, the important fact is that you don’t show your creativity just to prove that how radical you are in your business.  In case of your brand identity such creative fluctuations might be disastrous for you and your brand. Maintaining a brand consistency would only ensure your evergreen customers are always with you.

It is important for every brand to make its own identity and create an image that people can easily connect them with. That’s why repetition of activities through an identity is crucial for the success of brands. Over a period of time people associated with a particular brand will be able to connect instantly with that brand. Frequent changes in your brand identity will confuse your customers and this will result in poor branding which, soon, will get reflected in your sales volume.

Some of the important practices that have helped building brands worldwide are:

  • The focal point of your brand identity and brand strategy should revolve around you customers deep insights.
  • While creating brand identity keep space for accommodating future services and products that can be included under the same umbrella. This may include any possible industry changes or change in business model.
  • Your brand identity should always be under a brand identity enforcer and overseer
  • In case of any unavoidable situations wherein your brand needs to be repositioned then try to make the new one in a manner that it retains the same old flavor to some extent.

It would be judicious to think twice before you bring any new changes to your brand. Most of the time changes are not in the brand’s best interest. It is always advisable to think about a new product instead of thinking about changing your brand’s identity. Try to come up with a revolutionary marketing strategy if possible.

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Dave Sarro
Dave Sarro is the founder and CEO of Promo Direct, a #1 promotional products company in the US that is focused on supplying a range of promotional giveaways to businesses, educational institutes, and NGOs of all sizes in the US. Dave is a consummate marketing strategist, key authority in the promotional industry and responsible for driving the company towards its mission of delivering quality products and optimum user experiences.

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