Consistency in a brand.
4 such important words, but it astounds me how few business owners understand how important they are for the long-term viability of their business.
That recent increase in sales you had? Could be seasonal, could be great weather (or really bad weather coming to an end), could just be plain luck.
Could be that great product you bought on clearance, which you’re now selling at a huge mark up.
It could be that you’ve hit on a niche and at the moment your exploiting that niche for all it’s got.
Don’t worry – all that will pass. Sooner or later you’ll hit a bad patch, your customers needs will move on, you’ve saturated that market and there’s nothing left.
After all that’s gone, all the luck, all the chances have been exploited – what are you left with?
The ONLY thing you have THE ONLY THING, is your BRAND and by extension, how your customers view it.
Everything else will pass – your brand is all you have. It’s all you’ve ever had. Everything else is just a distraction.
It’s sad then that in most small to medium size businesses, branding is something that’s completely ignored.