Consistency in the many faces of a business – branding agencies help achieve this
Posted: Jan 27, 2016
We talked about a brand in general, and about what makes a great brand. We talked about the importance of a good logo and a memorable tagline to brand building. But as any good branding agency will tell you, there is more to a brand than just a logo and a tagline. One thing that all branding agencies of repute will agree on is that a brand needs to convey a sense of consistency. Now, what do I mean by that? Let me give you an example, which I got from a great branding agency. To get more info visit our website at http://www.brandharvest.net/aboutus.htm
You go to some office for a business meeting. It is your first time there. As you approach the reception, to make enquiries, the smartly dressed woman at the reception looks up and smiles at you. "Good morning, Sir!" she greets you cheerfully. "How can I help you?" When you make your enquiry, she steps out from behind her desk, and guides you to the elevators and says, "Third floor, please check with my colleague at the reception there! Have a great day!" You are impressed by the professional manner the lady displays. You then go to the third floor. You find a woman in a pair of jeans and a t-shirt, sitting behind a desk. Her chair is tilted back almost to tipping point, and she is busy on the phone chatting with a friend. When you mention the name of the person you want to meet, she snaps out "third door on the left!" without a pause in her chatting, and without looking up. This woman’s lazy, disinterested attitude jars you. Now you are wondering: "Does this company that I am visiting have a professional outlook, or a casual one!"
A good branding agency will make sure that such discrepancies or distortions do not exist in your business. One of the first principles that branding agencies must follow is to project a consistent, uniform, picture about the business, about the brand. Whether it is the concierge who opens the door, or the receptionist at the main lobby, or a waiter in the cafeteria, they all display the same consistent behavior. Similarly, communication that emanates from the business has the same tone. Whether the communication is through a written letter, an e-mail, a Facebook or Twitter post or a blog article on the company website – they all convey the same message of professionalism. They use the same colors, the same tone of communication, convey the same spirit of the company.It is your branding agency that helps you ensure this. If you engaged the services of one of the best branding agencies, you can expect this consistency. Again, that is not all about branding. There is more to come, watch out!