Successful brands are those that continually adapt to changes in the marketplace. They behave more like a living, breathing organism rather than an rigid, structured organization. It’s necessary to be able to grow and roll with the punches as they present themselves.
While it’s important to have consistency within a brand, it’s as equally important to let the brand breathe and make mistakes — in other words, let the brand be human. Do you find yourself posting the same type of messages on your brand’s social media? Guess what … it’s fine to mix up the messaging. Your community wants to connect with your brand and the best way to accomplish this is to be human. Allow your messaging on social media to range from informative to humorous to educating about products or services. Despite these obvious inconsistencies, your colleagues and community will still recognize your brand; they will begin to recognize the different moods of your brand and they will be able to identify with it.
A living brand is a collaboration of everyone in your company — each person has a role. From the person in sales to administrative staff, each touch point is part of the brand’s script that will lead to the customer’s experience, so make sure it’s excellent. Customers relive their experiences online, so it’s important to educate your team on your brand’s values and polish the script. When people’s experience matches reviews they read online, their loyalty and trust for the brand increases.
Here are a few points to remember:
1) Living brands allow their personalities to grow – When outward actions of a company align with its inward culture, the brand’s authenticity shines.
2) Humanize the brand – Brands that do not project some level of humanity create a sense of doubt with customers. Don’t be afraid to make mistakes.
3) Don’t be afraid to be inconsistant - As long as your brand does not abandon its defining attributes, it’s acceptable to be inconsistant. Showing different moods with draw in your community.
4) Provide the ultimate experience – Train your team on the brand’s values and goals to guarantee your script (or message) will have a positive reaction online.