People can't do business with you if they don't know you exist which is why a large part of your focus should be on increasing brand awareness. Being consistent with your brand is absolutely essential to the success of your overall branding strategy.

In this episode, Adam discusses how to properly use differentiation, consistency, and authenticity to increase brand awareness and set you up for rapid business growth.    

Episode Discussions:

• A common mistake made by new businesses when trying to be unique
• The consequences of not presenting a consistent brand message
• A better understanding of authenticity discrepancy
• Why it's so important to keep consistent branding across all properties
• How authenticity discrepancy leads to irreversible damage
• The effects of running an inconsistent advertising campaign
• How to use consistency to dramatically increase brand awareness

Why consistency is a good thing in business.

2:04

Consistent differentiation.

• Need to be consistent in your business but not necessarily in your industry.
• Don't be like everyone else. Be consistent in being yourself.
• Differentiation is a key marketing concept that focuses on making sure you're unique within the marketplace.

"A mistake that many new businesses and startups make is focusing on being unique or different at the expense of everything else."

• Be unique in a way that matters to your target market.
• Be consistently unique or consistently different across all customer touch points.
  • Brand, image, logo, colors, message, tone, style, etc.
• You're harming your brand when you present anything other than a consistent brand message.

3:12

Authenticity Discrepancy

Not being true to yourself, brand, and business.

• The opposite of consistency is a version of authenticity discrepancy.
• When the customer experiences a discrepancy between their expectation and what they actually receive, the damage may be irreversible.
• Ensure anywhere your customer experiences your brand, including your advertising and marketing, consistently delivers the same message.
• Positive effects will be compounded.
  • Customer expectations will be confirmed every time they do business with you.

4:15

A common newbie mistake.

Running an inconsistent advertising campaign.

• Rather than strategically planning out an effective ad campaign, they use a series of different ads with inconsistent images and messages.
• Rather than building on previous recognition, each ad has to reintroduce the business all over again.
  • Costly
  • Does little to build a recognizable brand.

4:48

How to 10x your brand awareness.

• Branding consistency doesn't provide linear returns.
• Provides exponential returns (compounded over time to deliver better returns)
• Every message and image builds and reinforces your brand so it gets strong with every interaction the customer has.
• Keep consistent branding across all properties
  • Websites, social media channels, emails (message, tone and signature), voicemail message, business cards, advertisements.

5:42

• Consistency builds trust, likeability, massive recognition and brand awareness.
• When all 3 are combined, it's the perfect recipe for rapid business growth.

5:56

Recap:

• When you want to 10x your brand awareness on being consistently different and unique:
• Pay attention to authenticity discrepancy.
• Ensure you're staying true to yourself.
• Be different than everyone else but the same as yourself.

"You've gotta be different so you stand out from the crowd but you have to stay consistent in whichever way you choose to be different."

• Carries your business a long way — Every future marketing message will build on itself to provide exponential returns and massive brand awareness.

Contact Adam: [email protected]

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