Look, I’m gonna say this straight up
Branding isn’t about pretty logos or catchy slogans. It’s not about being ‘on brand’ or whatever buzzword is floating around these days. No, branding is about one thing: committment. And honestly, most businesses fail at it completley.
I’ve been in this game for over 20 years. Started back in ’98, fresh out of college, working for a tiny agency in Chicago. We didn’t know jack then, but we learned the hard way what works and what’s just hot air.
Let me tell you about Marcus. Let’s call him Marcus because, well, I can’t actually use his real name. He ran this little tech startup, super smart guy, had this amazing product. But his branding? A total mess. He kept changing his mind, his message, his everything. One day it was all about speed, then it was about reliability, then it was about… I don’t even know. He couldn’t stick to anything.
I told him, “Marcus, you gotta pick a lane and stay in it.” He looked at me like I was speaking Greek. “But don’t I need to appeal to everyone?” he asked. I said, “No, you need to appeal to the right people, and you do that by being consistent.”
Consistency isn’t just a buzzword
Consistency isn’t just a buzzword, it’s the backbone of successful branding. It’s what makes people remember you. It’s what makes them trust you. And it’s what makes them come back to you.
Take Apple, for example. They’ve been consistent with their branding since day one. Clean, simple, innovative. You know exactly what to expect from them. That’s why people line up outside their stores when a new product drops. That’s why they have cult-like followings. It’s not just because their products are good (which they are). It’s because they’ve built a brand that people trust and believe in.
But consistency isn’t just about your visuals. It’s about your message, your values, your voice. It’s about every interaction someone has with your brand, from your website to your customer service to your social media posts. And if you’re not consistent across all of these touchpoints, you’re doing it wrong.
And speaking of social media…
Oh, boy. Social media. The wild west of branding. I had this conversation with a colleague named Dave last Tuesday. We were over coffee at the place on 5th, and he was complaining about how his company’s social media strategy was all over the place. One day they’re posting memes, the next day they’re sharing industry news, then they’re posting personal stories. It’s like they don’t even know who they are.
I said, “Dave, you need to find your voice and stick to it.” He said, “But how do we know what our voice is?” I said, “You figure it out by knowing who you are as a brand. What are your values? What’s your mission? What do you stand for? Once you know that, your voice will follow.”
And look, I get it. Social media is hard. It’s fast-paced, it’s constantly changing, and it’s easy to get caught up in trying to keep up. But that’s no excuse for being inconsistent. If anything, it’s more important than ever to have a clear, consistent voice on social media. Because in a sea of noise, consistency is what makes you stand out.
But consistency alone isn’t enough
Consistency is crucial, but it’s not the only thing that matters. You also need to be authentic. People can smell inauthenticity from a mile away. They can tell when you’re trying too hard, when you’re being fake, when you’re not true to who you are.
I remember this one time, about three months ago, I was at a conference in Austin. There was this speaker, let’s call him Greg, talking about how his company had ‘pivoted’ (ugh, I hate that word) to become more ‘authentic’. He was talking about how they’d done all this market research and realized that their customers wanted them to be more ‘real’. So they’d started posting behind-the-scenes photos and sharing stories about their team and all this other personal stuff.
But here’s the thing: it was all so forced. It was like they were trying too hard to be authentic. It didn’t feel genuine. It felt like a marketing ploy. And honestly, it was off-putting.
Authenticity can’t be forced. It has to come naturally. It has to be a true reflection of who you are as a brand. So if you’re trying to be something you’re not, people are gonna see right through you. And they’re gonna tune you out.
So what should you do?
First, figure out who you are. What are your values? What’s your mission? What do you stand for? Write it down. Make it clear. Make it specific. This is the foundation of your brand.
Then, be consistent. Across all touchpoints. From your website to your social media to your customer service. Make sure your message, your values, your voice are all aligned and consistent. And don’t be afraid to ammendments as you grow, but stay true to your core.
And finally, be authentic. Don’t try to be something you’re not. Don’t try to appeal to everyone. Focus on the right people, the ones who truly understand and appreciate what you’re about. They’re the ones who will stick with you in the long run.
Oh, and one more thing. If you’re looking to refresh your tech or equipment to better align with your brand, check out this refurbished products buying guide. It’s a game-changer, honestly. (See, I used the word. I can’t believe I did it.)
Anyway, that’s my two cents. Take it or leave it. But if you’re not being consistent and authentic with your branding, you’re probably doing it wrong.
Now, if you’ll excuse me, I’ve got a meeting with a client who still thinks a logo is a brand. Wish me luck.
About the Author: Sarah Johnson has been a senior magazine editor for over 20 years, specializing in digital marketing, SEO, and branding. She’s worked with major publications and has a no-nonsense approach to branding that she’s not afraid to share. When she’s not writing or editing, you can find her hiking with her dog, Max, or trying out new recipes in the kitchen. She’s a firm believer in the power of consistency and authenticity in branding, and she’s not afraid to call out those who are doing it wrong.
