Have you ever thought of selling your company?
Even if your belief system doesn’t support selling your business, consistency in brand promise, experience, and the image is crucial to the success of your company. Many small business owners have said that they are unable to invest in branding due to a lack of funds. Entrepreneurs have also noted that they don’t see the point. It’s not like Nike is a global company. Others believe that if you create a unique brand strategy, promise, and experience, you may be limiting your opportunities to make money from an even wider audience.
If this is your way of thinking, you should reconsider. Even if your company has only been in business for a few weeks, your branding is crucial to your success.
McDonald’s in its early days
You’ve probably never seen a McDonald’s logo in purple or any other than the golden arches. You know precisely what you’re getting when you go to a McDonald’s around the globe.
Ray Kroc was a 54-year-old salesman who was still searching for an opportunity that would motivate him. He discovered Dick and Mac McDonald’s restaurant. They had developed a way to deliver the food to customers in 30 seconds. This was a significant deal, and it marked the start of the fast-food industry. They didn’t have a clear vision or a strategy for branding when they first started to work together.
An early McDonald’s error
Kroc was the one who saw the potential to start an utterly American food company. He started his business in the Midwest with the McDonald’s brothers. Kroc initially created a franchise model in order to grow the company quickly and expand it across the U.S. But he made a mistake. It lacked consistency and high-quality regarding the entire operation and the systems that the McDonald’s brothers had developed in California.
The McDonald’s chain began to grow once Kroc and his brothers, the McDonald’s brothers, were able to bring control and consistency to the entire operation. This included the brand promise, experience, and image as well as the services, activities, and services. Kroc’s consistent strategy was what ultimately made McDonald’s a success. This is why the McDonald’s brand image has never been anything but the iconic golden arches. McDonald’s is all about what you see.
McDonald’s started to gain traction when the whole operation was uniform. A customer in California was treated the same as a customer from the Midwest.
Brand consistency has many benefits.
Your target audience and customers will understand your brand when it is consistent with your company’s experience, brand promise, and image in all aspects.
Because they are aware of the value your company provides them through your products or services, they will be able to reap the benefits of your business.
Consistency will help customers know what to expect from your brand. It’s not a guessing game. This will make it easier for them to invest in the product.
Because you present yourself consistently, customers will communicate your brand’s promise, experience, and image, even in the digital age of social media comments and sharing.
Customers will pay more for what you offer if they understand your brand promise, image, and experience.
Contrary to what you might think, it is essential to spend the money and invest your resources in creating a consistent brand experience, image, and strategy. A lack of a comprehensive brand strategy can negatively impact your business’s bottom line, which is why many start-ups fail. Customers don’t understand the value of products and services, so they won’t buy them from businesses that are confusing or inconsistent. This is a mistake that you should not make.
