Yep. You read that title right. I said: “If your brand’s not boring you’re doing it wrong.” WHAT?
I think sometimes people use the word “boring,” especially in marketing when something is repetitive. Repetition equals consistency. Consistency is the key to a strong brand. Over my career I have seen it time and time again. A client uses the same look for a while and then they decide it’s time to shake it up, because in their eyes their brand has become boring and stale. This is possible, but the more likely scenario is that we often confusion our own opinions for our customers viewpoint. What I mean is, your customers are only seeing a small fraction of the branding, marketing and promotions that you are creating. And even if they see half of the messages you are directing at them, chances are it’s still a fraction of that half that they are actually processing.
Very few brands have a million dollar marketing budget. And, if you’re reading this blog, that’s probably not you, because brands like that are NOT my target market. The small but mighty brands, like yours, are the ones that need a consistent brand more than anything else. The last thing you want is for your client to see is a promotion or marketing message from YOU and think it’s YOUR COMPETITOR because you decided to mix things up too much. It’s a busy world out there, so make it easy for people to recognize you. Though you might have nicknames for your children, you don’t change their names every few years because you’re bored, so why would you do it to your brand?
So, how do you keep things fresh and stay consistent? Here are a few ideas:
- Nail your brand message and then find 10 different ways to say the same thing. Keep this list in a handy place and refer to it when you feel bored. Allie Casazza is a rock star at this.
- Use campaigns to boost creativity. What’s the difference between a campaign and a brand? Read here.
- Invest in your brand. Pay a professional to design a logo and brand templates for you.
- Designate a brand manager. Even if you are a one woman shop, you need to recognize that managing your brand is important. Take time to evaluate your messaging and overall look of your brand on a regular basis. You might be surprised how fast that train can fall off its tracks.
- Don’t give up. Consistency will pay off. Be patient.
How do you keep things fresh with your brand? Shoot me a message at email@example.com or leave a comment.