Is “brand consistency” code for “have a boring brand?” Let’s see …
Imagine going to a new restaurant.
You walk in and are greeted by a pleasant hostess, who seats you at their best table.
The food smells amazing, and you can’t wait to order.
Unfortunately when you open the menu—it’s in Japanese.
There must be some mistake. You wait for the waitress to come and ask for English menus, only to find she speaks French!
At this point, you are so fed up (not to mention hungry) that you just leave and head to the pizza joint down the way.
The restaurant lost a customer (possibly a loyal one—or even a brand ambassador), and your customer experience has been ruined.
NOTE: This post includes a free worksheet you can use to do the exercise I describe below. Enjoy, and let me know what you discover! – Pamela