Are you enjoying the 2020 J.P. Morgan Tournament of Champions?
We’ve designed its brand for 5 years, and we use these keys to modern brands to make it as amazing as it is!
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Be authentic
Practice what you preach
Once you’ve established your voice and the things you stand for, the worst mistake you can make is to not be consistent. Keep your branding the same across platforms and across borders.
For example, if you’ve chosen to stand against child labor, the worst thing you can do is use child labor to make your products in another country. As soon as word gets out, journalists and activists will be all over you.
A less drastic example might be establishing a brand voice that’s friendly and courteous online, then having an employee chew out one of your customers in person. You can count on a terrible review from that customer, and maybe even a viral tweet if you’re especially unlucky.
Some people are just waiting to catch your brand making a mistake so they can get up on their soapbox and point the finger. Don’t give them a reason.
Consumers are looking for an experience tailored to their needs, based on genuine personal interaction. If your brand feels fake or inconsistent, they’ll call you out on it.
If, on the other hand, your brand is consistent and authentic, consumers will notice. And they’ll appreciate it.
Your existing audience is more likely to remain loyal if their values align with yours, and if their experience with your brand is consistent over time and across platforms. They’ll be more likely to continue the relationship and refer others to your company.
