I came across a copy of Romeo and Juliet recently and it occurred to me that even in Shakespeare’s day, the impact of a brand was very much alive.
As Juliet agonised, “What’s in a name? That which we call a rose by any other word would smell as sweet.” The reality is, in brand terms, the rose is very powerful; delivering value and meaning well beyond its humble four-letter word.
How can it be that this brand of flower has become synonymous with romance, love, anticipation, expectation, and more? Consistency is one reason. By consistently positioning, communicating and delivering on the promises they make over time, brands reinforce what they stand for and eventually come to represent those values.
Is your brand voice, its image and language in harmony with your brand values? And is this delivered consistently?