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Brand consistency – a cliché or a necessity?



By Sanju Ganglani

Have you ever sat through a PowerPoint presentation that was unbelievably long but truly said nothing?

That’s what you don’t want to be. Don’t be the person that is able to get people in one place but once you have them there, deliver nothing relevant or useful to them.

You only have one chance to get someone’s attention when they visit your online home – if the brand doesn’t appeal to them they most likely will never come back (unless you are giving away a free car!)

When it comes to building your brand there is another key thing to consider – who is your target audience? Are they local, national or across the globe?

You must be able to determine whom you wish to target without saying “everyone and everything” otherwise no one in particular will pay attention and you will get lost in the vastness of cyberspace.

Your brand is unique to you – ask yourself, what story does it tell? Where did you come from? What have your life experiences taught you? What can you share with your audience that will make their experiences in business and interacting with you easier and more pleasurable? Why should they trust your brand, why should they trust you?

Part of your personal brand is building a personal, non-physical connection with someone you don’t know yet. You can be as fun and crazy or as subtle and conservative as you like, so long as you remain consistent.

Consistency may sound like a cliché thing to remind you of, but it’s one of those little aspects that make all the difference to the effectiveness of your efforts. It may even be the difference between meeting that new client or prospective employer and losing that opportunity to your competitor.

A consistent and cohesive brand avoids confusion and sends a very clear message when properly enforced. It will help your audience save time, expose them to the right message and provide them a brand to identify with.

For example, if tomorrow Coke put out a neon pink can with a yellow logo that was done in Times New Roman it would throw you off; you might be far more hesitant to trust the new can and the product most likely would fail.

If you start changing your style of writing, the way you respond to your audience or the font colour you write in every day, it sends a message that you are not consistent and indicates that you may not be reliable or trustworthy.

Four Steps to build your self brand


By Sanju Ganglani

To survive and succeed as a business person or a job seeker in this competitive and global economy, you must stand out.

Whether you hope to land an important client, get that dream job, or you are trying to make a difference in your community, one thing is certain:

A lack of online presence may in fact make your potential new customers or employers doubt your legitimacy and relevance in today’s marketplace.

You cannot be passive and rely on word of mouth anymore. Take a moment and think about it:

What is your personal brand?

You probably believe your brand begins and stops at a logo or a slogan and making sure it’s consistent wherever you put it.

However, that’s only one small aspect of what should be your success strategy.

Now you must be wondering, if it’s not just my logo and slogan, how do I make myself into a brand that people will remember?

Here are four easy steps to get you started:

ONE What are you known for? What do you want to be known for?
Ask yourself what brand you want to sell. How do you want to be perceived? What is your vision for your future?

TWO Do you have online real estate?
Register your name as a domain name (yourname.com). If you have a brand name, register that as well (yourcompany.com) and allow it to redirect to yourname.com until you are able to distinguish the two and build them out uniquely.

What do you post on yourname.com? In two words – your vision.Think of it as an online resumé and portfolio where youare being given the opportunity to showcase to the world the brand you wish to sell, the perception you wish to portray and your vision for your brand.

How do you register your name and/or brand as a domain name? Simply search for domain registrars online and find the one that provides you the most value and reliability for your investment or you can contact us for recommendations.

THREE Set up your page with relevant information.

Things to include:

• A blog that you update with your thoughts at a reasonable frequency (at least once a week, ideally every day).

• About you (make your resume fun and personable).

• Services (what you have to offer and any references or testimonials if available).

• Contact (email, phone number and anything else you’d like to share).

• Set up a personal email account (yourname@yourdomain. com).

FOUR Determine what you are passionate about. Try to separate your passion into six main topics, themes or services that you have expertise in. Whatever these topics are, make sure that they are truly topics you are passionate about discussing and are able to intelligently write about. Ideally, you should be able to discuss at least one topic a day to keep your readers coming back for more information and eventually have them contribute thoughts on the topic.


Ask Sanju!

Write to him at sanju@gangandlaniproductions.com.

With over seven years of experience with three of the largest hardware and software Fortune 500 companies, Sanju Ganglani specializes in brand management, web marketing, event management and revenue generation planning.

Posted: Jul 25, 2010

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