Creating Consistency
23/03/2010

If its one thing we humans love, its a bit of consistency. Its reassuring. We all know where we are when the expected happens.

Companies spend a fortune on trying to build a consistent brand. Think golden arches. Or the regular uniformity that resides along so many of our high streets. The service might not be great, but you know the drill. Its safe.

But as Seth Godin maintains, being safe is risky.

Irrespective of size, really smart brands tap into the role individuality can play in creating a consistently high customer experience. For those companies, every communication reaffirms that customer, employee and organisation alike share the same common values. It reminds customers of just why they choose to continue to work with them, and has the same effect for employees. As a result, the experience moves from a series of bland interactions to a highly personal, enjoyable dialogue which can last years.

Let me give you an example...

Have you ever spoken to a First Direct bod who is anything less than friendly, helpful and downright chipper? This same sense of practical, genuinely transparent approach is equally evident in their direct mail. Individuality and character is consistent in every interaction. Not bad for a 'faceless' bank lacking the normal high street branch experience.

When it comes to written communications, think about the accuracy of your pen portrait in comparison to the living, breathing organisation it represents. Written communications set an expectation which customers will look to trace throughout all of your communications. So if you give your clients your word, make sure it is a well chosen one. Then stick to it relentlessly. It could be just the thing you need to stand out from the crowd.