"It's not about profit. It's not about customer service. It's not about inventory. It's about consistency."
This is the perspective put forth by Mitch Joel, author of the book and blog, both named Six Pixels of Separation. Consistency is the ultimate driver of success for any business or brand. It is those operations that continually deliver their services or products in the same way, at the same level of quality that win our hearts, business and loyalty.
Why is Southwest Airlines one of America's favorite and most heralded airlines? Is it because they have great customer service and low fares? Yes, to a certain extent. But even more of their favorably perceived brand can be attributed to the fact that they have always had low fares and always delivered fantastic customer service. When the economy crashed and in response, most airlines charged passengers additional fees anywhere they could find remotely reasonable cause. Not Southwest, the epitome of consistency.
In the piece referenced above, Mitch uses the current travel regulations as an example of a complete failure when it comes to a consistent message. Regulations, rules and procedures for travel are different at varying airports and for people who are leaving the country, traveling domestically or those who are entering the U.S. This is what leads to a complete break down in which disaster can occur and travelers are frustrated everyday.
This may be a problem your brand and company faces. Being consistent isn't easy. This all hearkens back to having created a clear, comprehensive business strategy and business plan that identifies a consistent mission, message and execution method. This should be built into your marketing communication strategy from day one to ensure your brand's success and loyalty of subsequent customers and consumers.
This is the perspective put forth by Mitch Joel, author of the book and blog, both named Six Pixels of Separation. Consistency is the ultimate driver of success for any business or brand. It is those operations that continually deliver their services or products in the same way, at the same level of quality that win our hearts, business and loyalty.
Why is Southwest Airlines one of America's favorite and most heralded airlines? Is it because they have great customer service and low fares? Yes, to a certain extent. But even more of their favorably perceived brand can be attributed to the fact that they have always had low fares and always delivered fantastic customer service. When the economy crashed and in response, most airlines charged passengers additional fees anywhere they could find remotely reasonable cause. Not Southwest, the epitome of consistency.
In the piece referenced above, Mitch uses the current travel regulations as an example of a complete failure when it comes to a consistent message. Regulations, rules and procedures for travel are different at varying airports and for people who are leaving the country, traveling domestically or those who are entering the U.S. This is what leads to a complete break down in which disaster can occur and travelers are frustrated everyday.
This may be a problem your brand and company faces. Being consistent isn't easy. This all hearkens back to having created a clear, comprehensive business strategy and business plan that identifies a consistent mission, message and execution method. This should be built into your marketing communication strategy from day one to ensure your brand's success and loyalty of subsequent customers and consumers.
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