The whole point of branding is to create a memorable and credible personality for your product. And consistency is the key. Brands become trusted friends; you know where you are with them. You know their strengths and forgive their weaknesses, you know what to expect and you are disappointed if they let you down. (Of course, just like people, there are also brands with very strong identities that you just don’t like!)
But creating a consistent image and personality is not the same as being boring. I mean, a good friend that you have known for years can entertain you and be an interesting companion. Consistency doesn’t mean running the same ad in perpetuity, and it doesn’t mean you can’t introduce new ways of doing things or create exciting promotions.
KFC comes to mind. (Their advertising definitely falls into my “I wish I’d done that” category.) Their target market is very broad, and they are big enough to be able talk individually to various market segments. But regardless of who they target with their various ads, they have a consistent image: Great taste, and fun! Their ads are polished, but still tongue-in-cheek. Their characters are always lively, energetic, sociable and cool. And no matter whether they are selling chicken pieces, a “healthy” meal option or kids’ milkshakes, KFC is always fun, energetic, sociable and cool too.
They constantly innovate by bringing out new lines, which is consistent with this brand image. The look and feel of their retail outlets is consistent, and their fast order turnaround times are consistent too.
And whether your brand is a fun, big budget brand or a complicated technical product, you can still be consistent. Take a look at our portfolio and see how we have helped to build consistent brand images for our clients, or contact Ann Druce for more information.
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2 comments:
What if a brand association results in a negative connotation in the consumer's mind? Using your example, the implication with KFC is for fast food - see your use of quotation marks around the world 'healthy' - and therefore not necessarily 'good for you' food; when KFC introduce a salad or heart-healthy option, their brand perception counts against them, regardless of how cool and amusing their adverts might be for the consumer.
There is no question that any communication that is at odds with your key brand values can create confusion and uncertainty, and thereby erode your brand. But I wouldn’t agree that KFC offering a grilled chicken option instead of the regular flash-fried chicken is contrary to their brand values. Quite the contrary – it shows that they are responsive to market trends and innovative when it comes to their product range. But I’d probably worry if KFC started selling vegetarian options!
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