Just like a symphony, your brand’s success hinges on consistency — not only within its communications but also between its communications and operations.
A brand is like a symphonic orchestra. To create a harmonious and memorable performance, every instrument must play its part in perfect synchrony. And just as a conductor ensures that every musician is aligned with the overall composition, a strong brand requires careful orchestration to deliver a consistent message.
Imagine an orchestra that promotes a new, groundbreaking piece of modern classical music. It is meant to be about the futuristic destiny of humankind in the universe. The advertisement suggests electronic instruments and lightshow during the performance. The audience is captivated by the concept and many people purchase their tickets. However, the play takes place in a crumbly barn, the orchestra's instruments are old and out of tune, and lights are missing. The performance will definitely fall flat.
In the same way, a brand that promises innovation must ensure that its operations, systems, and processes are aligned with this promise. Failing to do so creates a jarring dissonance between what the brand says and what it delivers.
Communications, akin to the soloists, can change rapidly. New trends, market shifts, or competitive pressures necessitate quick adjustments to messaging and campaigns. These changes are relatively agile, allowing for quick responses to evolving circumstances.
Operations, on the other hand, are more akin to the orchestra's foundation – the bass and drums. They provide the steady rhythm and structure and they need to be aligned themselves. Changes in operations, such as supply chain adjustments, product development, or customer service processes, are often more complex and time-consuming. They require careful planning, resource allocation, and potential system overhauls.
The challenge lies in harmonising these different paces. A brand that promises rapid innovation without supporting operational changes risks creating a disconnect between promise and delivery. It's like an orchestra where the soloists play at a breakneck speed while the rhythm section remains static. The result is cacophony, not harmony.
Therefore, effective brand management requires a delicate balance. Communications should anticipate and prepare for operational changes, while operations should strive to keep pace with the brand's evolving identity. By aligning these two elements, a brand can establish the symphony of consistency.
Consistency is not just about alignment between communications and operations. It's also about harmony within the communications themselves. An orchestra with musicians playing different tunes will create chaos, not music. Similarly, a brand with conflicting messages across different channels will confuse and alienate its audience.
Paid, owned, and earned media are the three primary instruments in a brand's orchestra.
Paid media, the flashy soloist, grabs attention with its compelling narratives and offers. It is the spotlight that highlights your brand to a broader audience. This includes advertisements, sponsorships, and promoted content. You definitely do not want the paid media to play a different piece than the rest of the orchestra.
Owned media, the steady rhythm section, provides the foundation with informative content and engaging experiences. This includes your website, blog, and social media profiles. Consistency here means ensuring that the messaging aligns with what your ads promise and what your operations deliver.
Earned media, the unpredictable encore, amplifies the brand's message through word-of-mouth and shared experiences — reviews, shares, and mentions. It reflects how well your performance is received. If customers’ feedback echoes your brand’s promises and highlights positive experiences, it enhances your credibility. However, if your earned media is filled with complaints about issues that your communications claim to have resolved, it disrupts the harmony.
Effective brand management involves consciously aligning your paid, owned, and earned media, much like a conductor ensuring every section of the orchestra follows the score. This means developing integrated brand metrics that not only measure the impact of paid media but also monitor the performance of owned and earned media.
When the company talks about innovation in paid media, shows discounted offers in owned media and customers complain about the technical issues in earned media, it creates cacophony and consistency will never be achieved.
On the contrary, here’s how a tech company can achieve a consistent brand presence:
By ensuring that each type of media reinforces the others and addresses any potential issues, the company creates a harmonious brand experience. Customers see the innovation in ads, find supportive resources on the website, and hear positive feedback from peers — all contributing to a consistent and compelling brand presence.
By carefully orchestrating its communications to support the same message and ensuring alignment with its operations, a brand can create a symphony of consistency that resonates with its audience and drives long-term success.
