The importance of brand consistency is something that a number of corporations don’t always heed. Perhaps it’s because when a new CEO or high-end marketing team is brought in, they feel as if they have to earn their paychecks by implementing complex changes. What they don’t realize is that an established brand can become like a habit to a customer. When they like your products, it’s going to be a part of their life where your brand is immediately identifiable the second they see or hear about it.
If you’re a business that’s considering doing some rebranding, here’s where you need to be careful so your customers can still recognize who you are.
If you insist on rebranding yourself with a new logo, it’s best not to change it so drastically that people can’t still recognize its essence. Some of the best known corporations in the world have evolved their logos, but they’ve never completely overhauled them. Every logo from Apple, Coca-Cola to McDonald’s has kept a basic design that’s instantly recognizable. This can still be done while adding nuances to the fonts or design to make them relevant with the times.
Customer Service Changes
There isn’t any more recent warning tale on customer service changes than J.C. Penney. Those who grew up for decades expecting specific discounts at the retail chain were sorely disappointed with changes that were later reversed. Recovery from the changes, though, has been lukewarm, proving that you don’t want to mess with customer expectation.
If you have a popular customer service or customer experience concept you’ve used for years, there shouldn’t be a single thing changed. With customer service being perpetually treasured by consumers, those same consumers are smart enough to know that you can’t improve upon what’s already golden. They’ll reject anything different from the start.
Avoid Being Inconsistent with Your Branding
Another problem that plagues businesses making changes is when different logos or procedures are utilized in different departments. Not having a consistent pattern can ruin things for the customer more than you know. Customers expect a sense of legitimacy from a business, and not being consistent can give the feeling that your business is trying too hard.
Being consistent also gives the impression that your business is confident in the products you sell. If you give the idea to customers that you’re simply trying to provide gloss to cover up inferior products, it’s going to be readily noticed.
Avoid Copying Other Business Models
Sometimes businesses and corporations wanting to modernize end up copying the ideas of other companies if they see that a certain procedure is successful. This can be the equivalent of fitting the square peg into the circle. Even if you have to modernize a little, keeping the core of your brand is what people will still expect. Copying something from another company will just make you look desperate and unwilling to stick with what made your customers happy.
These are all things that need to be thought about long beforehand. As forgiving as the public is about notables who do bad things, they aren’t always so forgiving when a popular business changes course without consulting the loyal customers first.