Do you ever think about selling your company one day?
Even if you don’t think you’ll ever sell your business, brand consistency, promise, experience, and image are vital to your company’s success. I have heard it many times from small business owners who are unable to make a significant investment in the brand due to lack of funds. I’ve also heard businessmen say they don’t see the point; It’s not like they’re a global company like Nike. Still, others believe that by creating a distinct brand strategy, promise, and experience, you can limit the opportunities to make money from a broader audience.
If you are an entrepreneur who thinks that way, I urge you to reconsider. Your company’s brand, even if it’s been around for a week, is vital to its success.
Early days of McDonald’s
Have you ever seen McDonald’s with a purple logo or anything other than the golden arches? When you walk into a McDonald’s anywhere in the world, you know what you’re going to find, and if you frequent those restaurants, that’s precisely why you do.
Ray Kroc, a 54-year-old salesperson still looking for an inspirational opportunity, heard about Dick and Mac McDonald’s restaurant, which had developed a process for food that delivered it to the customer in 30 seconds. . This was big business and the start of the fast food industry. However, when they started working together, they lacked a broader vision and brand strategy.
McDonald’s first mistake
It was Kroc who envisioned the opportunity to create an all-American food company. In partnership with the McDonald brothers, he began operating in the Midwest and the brothers in California. Initially, Kroc created a franchise model to expand the company and grow it rapidly in the US, but he made a mistake: it lacked the high quality and overall consistency of the entire operation and systems that they had developed. the McDonald brothers. in California.
Once Kroc and the McDonald brothers were able to bring control and consistency to the entire operation, from the brand promise, experience, image to services, activities and services, it was only then that McDonald’s restaurants began to develop. . What Kroc ultimately brought to McDonald’s image is that consistent strategy across all franchises. That’s why he’s never seen McDonald’s branding as anything other than the golden arches. With McDonald’s, what you see is what you get.
When the entire McDonald’s operation was consistent across the board, and a customer in California received the same service and experience as another customer in the Midwest, it was only then that the McDonald’s brand began to take hold.
Benefits of brand consistency
When your business is consistent with your company’s brand promise, experience and image, as a whole, your target audience and customers understand:
- They will benefit from your business because they clearly know the value that your company offers them through its products and services.
- Your customers will know what to expect from a consistent brand; It’s not a guessing game, which means they’ll put up their money because they understand the offer.
- Customers, especially in the digital age with social media sharing and commenting, will be able to communicate your brand—your promise, experience, and image—because you are consistent in presenting yourself.
- When customers understand your brand promise, image, and experience, they are willing to pay for the value of what your products or services offer them.
I will say that as opposed to not spending the money and investing your resources in communicating a consistent brand strategy, image and experience; it is crucial that you do so. By not having a comprehensive branding strategy, you will have a negative impact on the bottom line of your business, which is one of the reasons many startups fail. Customers simply don’t understand the value of products or services and don’t buy from businesses that don’t make sense or are inconsistent. Don’t make that mistake.