Your brand should be consistent.

Besides being consistent in your brand visual communication, you should consider consistency in delivering your promise. Part of your promise is built around living up to it, otherwise, your effort is wasted. Through all stakeholder touch points, the consistency in bringing the desired experience builds brand trust, which is the foundation for customers’ loyalty. But, being consistent doesn’t mean not changing; in fact, consistency gives the framework to evolve while expanding your products to more people.

Your brand is an ecosystem.

A brand is more than your products or services; it’s the ecosystem surrounding it. The spread of your message, culture, and values is delivered through the people interacting with your brand. It starts with your company and employees and extends to your vendors, partners, investors, customer service, and competitors. Your company’s perception and brand reputation can also be influenced by how people talk about your brand on social media or blogs.

If you’re not authentic, your customers will lose interest.

Authenticity resonates with people and touches their hearts. 90% of customers mentioned authenticity as an important factor in deciding which brands they like and support. There are over 139 million Millennials and Gen Z in the U.S., and research suggests that they’re more likely to choose brands that are “real and organic” and not “perfect and well-packaged.”

Successful brands are authentic and talk to real people with flaws and emotions. Social media allows for a more transparent dialogue with corporations. Consumers have the power by sharing their thoughts with a brief hashtag that can either elevate or destroy the brand’s reputation after going viral. Thus, being authentic, honest, and attentive to your customers and employees is key.