Never Contradict Your Brand

jm-fat-burneAs an exercise boot camp instructor, my guilty pleasure is NBC’s The Biggest Loser.  I appreciate the no-nonsense approach to weight loss:

  • Burn More Calories Than You Consume
  • Make Good Food Choices and Eat In Small Portions

So I was surprised to find Jillian Michaels – an extremely tough-minded trainer who thrives on reminding her trainees that there are no shortcuts to weight loss – lending her name to sell fat burning and weight loss supplements.
Doing so not only contradicts her brand; it also contradicts the Biggest Loser brand. Not surprising, as companies often contradict their brands.
For years The Home Depot swore it would never have sale prices because they always offered the lowest price.  Even before the economic downturn, they began offering sale prices instead of sticking with brand position as the lowest price provider.
Comcast promotes increased efficiency with the speed of their Internet service.  You can hear this promotional message at least 25 times as you sit on hold waiting to talk with a customer service rep.
A former client of mine wanted to be known for operational efficiency, but regularly invoiced their customers incorrectly.
Your brand is the combination of many things:

  • The customer experience with every touch point with your company
  • Marketing
  • Office/retail space
  • Packaging
  • Customer reviews
  • Web Site/Social Media presence
  • Invoicing
  • On-Hold Time/Messages
  • Guarantees/Return Policies

When managing your brand you need to evaluate your entire operation to make sure your message is communicated consistently. Any contradiction can begin to erode your brand without you even knowing.

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