Are Contradictions Damaging Your Brand?

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A logo used with other brand visuals used in a commercial environment is how you ‘show’ your values.  But, what do you ‘say’ and what are you ‘doing’ to reinforce your difference? 

Most businesses don’t realise it but one of their most powerful branding tools is usually already being utilised through what their team are saying and doing every day.

Have you identified areas where contradictions may occur?

Consider an organisation that values technical superiority

This firm champions cutting edge visual design.  Their website reflects this technical proficiency with an ordering system that is efficient and always delivers to the customer

Would it not be a contradiction then that technical support staff who periodically come into contact with customers are allowed to wear casual clothes to work?

Would it be a contradiction if the purchasing officer signed a 4 year mobile phone contract, preventing sales consultants from upgrading to newer models?

Would it not be a contradiction that a swipe card system was forgoed in place of a traditional lock and key system to their newly refurbished offices?

This may seem trivial, however it's the culmination of these sorts of things that add up to a bigger picture.  If people are fickle and judge a book by its cover, then you need to take this into account. 

The more contradictions you have, the less impact your message and marketing efforts will have.

Decisions are made every day in your business, whether it's reordering envelopes or choosing a fleet of vehicles, you should have a process in place whereby choice is not simply made on personal preference or by the cheapest option.  Make decisions that reflect your brand values.

The payoff is not simply reducing the occurrence of contradictions in your message, it will give your organisation greater credibility.

 

© Hamish Chadwick, Image Substation 2009

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