Good brands build over time.
In the first four editions of ‘Salamon Rules of Personal Branding’ we learned how to set your personal brand up for success. We learned that you must know how to mass-communicate. It is the basis of creating a recognizable name. We learned how to improve your ‘product’ and how to refine your unique value proposition to the world. We showed that you have to have an innovative take on the world and your specialty. And last, we learned that your brand has to be accessible—that is, creating a relationship with your customers is far more powerful than any barrier to entry you have set up.
The fifth law in my series is consistency.
The reason consistency is important is because, consistency isn’t a one off. Consistency implies that your brand will be interacted with on more than one occasion. Wow someone once, and that’s great. But in order to create a loyal following a build your name brand, you need to be patient and win people over one experience at a time.
The best brands in the world are consistent. You know what you will get when you interact with their brand. It is the reason why established brands are so successful. For the most part, you know what to expect when you go in. Consistency breeds trust, and trust breeds good experiences and good word-of-mouth. William Arruda explains the value of consistency in this article where he says, “When everything is consistent about your brand, you can become known for something. A successful personal brand is always the same. It’s your promise of value to your customers, clients, managers, peers, etc.”
Build yourself a code of consistency to live by, and start being consistent!