We have, and will, say it over and over. Staying consistent is one of the most important things a business can do to maintain customer loyalty and branding. Remember the “New Coke” disaster? Consider the following:• If It Ain’t Broke... You will likely get tired of the same message, but your customer relies on hearing it. They want to be assured over and over. And, let’s face it -they aren’t hearing the message nearly as often as you are.
• Be Flexible. Don’t try to resist change. Willingness to change is important, but do it slowly to maintain consistency. If you want to update the logo you’ve used for 15 years, hire a graphic designer to modernize it–don’t throw it out.
• Think Integrity. Being steady shows you’re reliable.
Did you know Coke’s market share skyrocketed after they brought back their classic formula 3 months after replacing it with “New Coke?”
If things aren’t working it may be time to revamp your message, but this should be a last resort. Don’t under estimate the negative reactions that may come with a change in your company image.
Bottom line: Be Coca-Cola Classic, not New Coke.
When (if ever) do you think it’s time to change your brand image?
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