The Value of Consistency

The inspiration for this article came from sitting at Wimpy, King Shaka while having a quick lunch before flying to Johannesburg to speak at a marketing conference.

I’ve been fortunate to experience Wimpy throughout South Africa, from Cape Town to Johannesburg and back home in Durban. I know this example may seem a bit odd as a reference point but wherever I go, I know if I’m hungry and looking for a predictable experience Wimpy is a solution. On a side note, I recommend the double cheeseburger, chips and a coke.

As a brand, you cannot afford to be inconsistent in your brand’s behaviour. What you say and do need to align. If you fail at this, your consumer will see you as potentially disingenuous and schizophrenic. These characteristics won’t build brand perception and loyalty.

Consistency is simply repeating a level of service. Executing is harder given the moving parts of managing a business.

To assist you I have outlined questions to think about:

1. Do you have a brand blueprint in place which maps out your vision and purpose?

2. What systems and processes are in place to ensure brand consistency?

3. As a business, how often do you conduct training to ensure you are ‘on-brand’?

4. Do you conduct regular brand contact audits (i.e. unpacking the customer journey)?

5. Do you hire and retain the right staff?

I cannot stress enough the necessity in ensuring consistency in delivery. It can make or break your brand.

How do you ensure consistency in your branding activities?