One of the pillars of good branding is consistency. Consistency makes your brand stick in the minds of your audience. The more consistent you are with your brand message and image, the more recognizable and memorable your brand becomes. When you are consistent, you develop a reputation for being reliable. However, we need to be careful we don’t let the reliability of our brands allow them to get boring. Sure, reliability and consistency are the foundations of successful branding, but let’s face it, if that’s all you have going for your brand it’s about as exciting as an old shoe. If you really want to entice your audience you are going to have to trade in those clunky loafers for some sexy sandals. Here are some of my tips for putting some spice in the soul of your brand:
I have sworn off watching the news during my daily 6:00am treadmill run. It bums me out too much. I have switched to reading client attraction, self-improvement or branding materials instead. However, the other day I forgot my book and resorted to watching tv again. I landed on the highly cerebral show of “America’s Next Top Model.” Hey, not only did it get me through the burn, it also reminded me of an important branding lesson. On this particular episode the girls were asked to pose nude except for one piece of clothing, jewelry or other accessory they would be trying to “sell” with the picture. Of course, most of the models were understandably nervous, who wouldn’t be, but it was so interesting to see how some of the girls succeeded in capturing the interest of the viewer and some did not. You have to remember ALL of these girls were gorgeous with near perfect bodies, so it wasn’t a question of whether someone was pretty enough or svelte enough to look good in the photo. It was more a question of what ELSE they brought to the scene.