> The Importance of Being...Important
The Importance of Being...Important
| Posted: Friday, May 2, 2008
Sounds vain, doesn't it? Well, don't worry. I'm not focusing so much on the idea of arrogance or thinking you are more important that other human beings. Instead, I'm talking about your brand development...and then the importance of representing yourself and your brand in a similar fashion...no matter the venue.
Often businesses rely on one of two points of contact to reflect their brand well. Perhaps they spend quite a bit of time developing those two brand channels. Afterwards, they feel pretty good about it.
Only it can easily be undone by a third or fourth communication vehicle they didn't spend time on. And then the deal, customer proposition or sale unravels.
One big way this happens is through your marketing collateral. If you don't consider every single publication, piece of information, website address and business card you hand out, you could be hurting your business.
Here is a good branding exercise (rule of thumb) to follow for good brand consistency:
Think through all your points of contact. Every single thing from your pamphlets, to your website, to your receptionist, to your print...on and on. If they don't resonate equally, revise them until they do. Yes, I am telling you right now it will cost you some money. But here's the deal - it will only cost you money you know you have.
Imagine the lost money you are experiencing from brand disconnect because you don't create that consistency. In other words, you are probably losing more money from prospective clients because you haven't fixed things than what it will cost you to create real brand consistency.
You are as important as you desire to be in the consumer mind - if you spend time developing that importance. The same is true of the converse. If you don't spend time with brand consistency (communication consistency), you'll never be as important as you think you are.