Once upon a time, there was a business brand who didn’t know what it wanted to be. One moment, it was all sleek and serious. The next, it decided it wanted to be crazy and fun. It would change its color scheme all the time until it eventually forgot what color it was in the first place.
Whatever it tried, nobody paid it any attention, so it decided to give up and just stay the same. But something strange happened. As time went by, people would remember the brand. The more it stayed the same, the more people remembered it. And the brand found out it hadn’t needed to change after all; it was fine just the way it was.
Take a lesson from Christmas branding:
A jolly bearded chap, dressed in red and white. Conifer trees covered in tinsel. Elves on shelves.
All those aspects combine to create an easily recognizable brand for the holiday season. They’ve become shorthand, a quick and easy way to bring Christmas to people’s minds.
- They’re simple
- They’re visual
- They complement each other
So what’s that got to do with sales?
If you want your company to be the first in your prospects’ minds, you need a clear and solid brand in place. It doesn’t have to be complicated. In fact, the simpler it is the better.
But it has to be consistent! If the colors constantly change, if the type of tree is different each year, then you wouldn’t have a brand. You’d have a mess.
Action: Analyze your brand. Is it easily recognizable from your competitors? Is it simple and consistent?
so what are we saying? consistency!
