Why Brand Consistency Counts

Bob Kearsley interviews Alan Hargreaves on brand consistency

Building a successful brand depends on consistency, says author and longtime business coach Alan Hargreaves. If your customers know what to expect from your product or service - and your people - they'll feel comfortable about coming back to you. Think of Macdonalds - they know their market and their customers know what to expect, whichever outlet they go to. Alan recommends building up a manual that sets out every aspect of how you do business - it will help new and existing staff understand what's expected of them and why, and be an invaluable tool when you come to sell the business.