Branding - Consistency is Key

If marketing is a battle for the consumer’s mind, then what do the consumers have to say? That is basically the idea behind the website Brandtags.net. When the site first loads it slaps a random logo in the center of the page and asks you for the first word or phrase that comes to mind. After doing a few you are allowed to check on other brands and see what people think about them (the words are enlarged on screen by order of popularity). Good marketers should have specific words or phrases that they want to be associated with, and their branding strategy should reflect this.



Disney, for example, has thrived by tying their brand to words like magical, dreams, fantasy, and creativity. In addition, their strategy accurately reflects these chosen words. As a kid, growing up in Florida meant visiting Disney every year or two. Even at a young age, it was easy to distinguish between a trip to Disney, and a trip to Six Flags Great Adventure. Both are theme parks, but the experiences are nothing alike. It’s like going to Circus de Soleil when you are expecting to see the Circus (no offense Ringling Brothers). Disney has a focused branding strategy that makes you feel like you are in a fantasy land. The scenery is extravagant, the rides are magical, and even the employees are called “cast members” and their uniforms “costumes”. Disney puts on one heck of a show.

To achieve the incredible brand that Disney now has requires determination, but most of all it requires consistency. After choosing words that best describe your business you must put them into action across your whole marketing strategy. Take Absolut Vodka for example. They have been running similar advertisements for over 20 years now. I’m sure you’ve seen at least one or two in a magazine or on a billboard. They ALWAYS have a bottle somewhere in the advertisement and a tag line that reads Absolut (fill in the blank with something to do with the picture). People remember these ads because they are all based on a central theme, and you see them over, and over, and over.



But running a strategy with out seeing the results is like driving without a map if you aren't sure of the destination. Feedback from your customers lets you know if you are either on or off your strategic track. One way for larger companies to check is by using Brandtags.net. The results can be fascinating. I compared Apple and Microsoft; here is what the users had to say.

Microsoft (good) - Computers, Software, Windows

Microsoft (bad) - Boring, Evil, Big Brother

Apple (good) - Awesome, Design, Innovation

Apple (bad) - Over-priced, Cult, Pretentious

On the whole, Apple had a lot more positive words associated with its brand compared to Microsoft (this might have something to do with the cult). It is important to know what your customers think about your brand. If you can find that out you are on your way to knowing if your branding strategy is working. Branding guru Martin Lindstrom says “it takes three years for words, phrases, and sentences to be identified and accepted as belonging to specific brands.” So keeping consistent is even more important than ever to win the battle for a consumers mind, and perhaps one day your brand will be mentioned in the same breath with the likes of Disney or Google.

Just remember that consistency in your overall branding message is hugely important and determining the guidelines at the onset is crucial. Brand On... by Brandon