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Great brands are boring

Resist the urge to change your marketing every month. Don’t change your look, theme, or logo because you’re bored.

Building a brand takes time and consistency. You need to build familiarity for years and years until everyone knows who you are and what you stand for.

Take this advice from M.P. Mueller of branding shop Door Number 3 in the Austin Business Journal:

Newly established brands don’t have the luxury of Geico’s media dollars that enables them to feature a caveman in one ad and a gecko in the next. A startup needs to be consistent all the time, at every turn, and has to commit to a singular voice and a consistent message

The marketing team at Tiffany & Co. may be bored to tears by its signature robin egg-colored box, having to stare at it every day. But its dedication to brand consistency has made that box one of the most recognizable and valuable icons in luxury goods.

P.S. Remember: Your ad agency is not your friend here. They make more money and have more fun when they get to do new stuff for you. It’s not in their interest to tell you to stay the course. (Sort of like a stock broker who wants to churn your account vs. an investment adviser who guides you to hold for the long term.)

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  1. Gail Gardner March 11, 2012 at 7:55 pm #

    Absolutely true for brands of ANY size. And the smaller your business the more important it is because you can’t afford to pay for as much exposure as a big brand.

    Figure out the biggest pain your solution eases and make relieving that your brand’s focus.

  2. Debbie Hughes March 12, 2012 at 6:14 am #

    In fairness to ad agencies, not all operate like you suggested. Most times, we have to keep reminding the client that changing what they are doing is not the best idea. They get tired of their logo and jingle, they want to be like someone else instead of keeping on the path of their brand that’s become embedded in the minds of their prospects. They don’t get the concept of consistency. Our motto is, if it works – don’t fix it!

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