This morning I came across a stunning time-lapse video called Yosemite Range of Light by Shawn Reeder (shared below).
If you’ve ever visited Yosemite, or any other landmark more than once you know how different the view is depending on the time of day, season and light. This landmark has impressed visitors for generations. And, although a different image is projected based on how and when the image is viewed, the landmark remains the same. The same is true with your brand. You must be consistent in managing your brand to all audiences, at all times, if you wish your brand to stand the test of time.
Are those that interact with your brand at any given moment offered the same experience? Whether your audience interacts with you personally, through the internet, via a mobile device, or through a recommendation made via social media, each should be offered the same brand message. Of course this can be adapted according to the unique circumstances of their experience. For example, if they are coming to you through a specific offer, they should be presented with the offer, supported by your overall brand values. A mobile experience may require a streamlined interaction with your brand, just as the introduction to your brand on the floor of a convention hall must also convey your brand story.
Take a look at your brand from all entry points and through all possible paths.
Begin with your marketing plan and evaluate each communication with fresh eyes and ask yourself whether all levels of audiences will gain the information they need to know who you are, what you offer, why they should choose you, when the best time to act is, and how to respond to your offer. When approached holistically over time, you present a consistent, predictable interaction with your brand.
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