Is Your Branding Consistent?

I thought for this post I would share a recent experience I had on a flight from Johannesburg to Durban. Having booked on Mango I expected when I arrived at the plane to see Mango’s bright branding on the body and tail. I noticed the exterior of the plane was unbranded with no signage or identification of the carrier.

Flying is serious, particularly when passengers are concerned. By not having the recognisable and distinct Mango orange branding or at least on the tail made me feel uneasy.

My message here is that branding (both tangible and intangible) can create trust with your consumer. Mango, in my view, is dependable, on-time and has built a reliable name. The tangible branding enhances this trust. 

Key take aways to consider:

1. What is your brand synonymous with? i.e. Trust, customer service, price?

2. Have you conducted a brand audit to identify if your consumer touching face points are visible, clear and consistent?

3. Furthermore. have you conducted a brand audit recently and if so, did you map out the pain and pleasure points of the customer journey?

Signage forms an integral part of branding. By being consistent across touch points your brand you ensure greater levels of awareness, recognition, and trust.