Branding Thought: Consistency Is Not Enough

When talking to me about their branding issues, people frequently mention the need for “consistency.”

When it comes to branding, think less about consistency and more about how complementary different customer experiences are. This aims much higher.

Take a hotel experience for example. You don’t expect the hotel’s ad, website and front desk clerk to all say the same thing. It matters much less if they are consistent with each other than it matters that they complement each other, reinforcing each others’ messages to create an interesting story.

This is what great Brand Harmony is all about: Experiences that blend to create something rich, interesting and compelling.

Steve Yastrow posted this on November 20, 2004, in Branding.
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