Consistency in the Many Faces of a Business – Branding Agencies help Achieve this

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Consistency in the Many Faces of a Business
Branding Agencies help Achieve this
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• We talked about a brand in general, and about
  what makes a great brand. We talked about the
  importance of a good logo and a memorable tagline
  to brand building. But as any good branding
  agency will tell you, there is more to a brand
  than just a logo and a tagline.

• One thing that all branding agencies of repute
  will agree on is that a brand needs to convey a
  sense of consistency. Now, what do I mean by
  that? Let me give you an example, which I got
  from a great branding agency.

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• You go to some office for a business meeting. It
  is your first time there. As you approach the
  reception, to make enquiries, the smartly dressed
  woman at the reception looks up and smiles at
  you. Good morning, Sir! she greets you
  cheerfully. How can I help you? When you make
  your enquiry, she steps out from behind her desk,
  and guides you to the elevators and says, Third
  floor, please check with my colleague at the
  reception there! Have a great day!

• You are impressed by the professional manner the
  lady displays. You then go to the third floor.
  You find a woman in a pair of jeans and a
  t-shirt, sitting behind a desk. Her chair is
  tilted back almost to tipping point, and she is
  busy on the phone chatting with a friend.

• When you mention the name of the person you want
  to meet, she snaps out third door on the left!
  without a pause in her chatting, and without
  looking up. This womans lazy, disinterested
  attitude jars you. Now you are wondering Does
  this company that I am visiting have a
  professional outlook, or a casual one!

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• A good branding agency will make sure that such
  discrepancies or distortions do not exist in your
  business. One of the first principles that
  branding agencies must follow is to project a
  consistent, uniform, picture about the business,
  about the brand.

• Whether it is the concierge who opens the door,
  or the receptionist at the main lobby, or a
  waiter in the cafeteria, they all display the
  same consistent behavior. Similarly,
  communication that emanates from the business has
  the same tone.

• Whether the communication is through a written
  letter, an e-mail, a Facebook or Twitter post or
  a blog article on the company website they all
  convey the same message of professionalism. They
  use the same colors, the same tone of
  communication, convey the same spirit of the
  company.

• It is your branding agency that helps you ensure
  this. If you engaged the services of one of the
  best branding agencies, you can expect this
  consistency. Again, that is not all about
  branding. There is more to come, watch out!

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