[Support Branding Vol. 18] 3 Patterns Where Branding Stumbles (Part 3)
③ Posting on impulse and failing to maintain consistent activities
The third is the "pattern of posting on impulse and failing to maintain consistent activities."
Branding has three key pillars: "intentionality," "consistency," and "continuity."
[Intentionality]... Having a clear sense of purpose
[Consistency]... No contradictions in anything
[Continuity]... Continuing without stopping
In other words, the state of "posting on impulse and failing to maintain consistent activities" means you are not upholding any of the pillars of branding.
With this, no matter how wonderful your product or service may be, your branding will never succeed.
First, regarding the part about "posting on impulse." "Posting on impulse" refers to posting that does not align with your brand identity. It is common among impatient people to post immediately when a good idea suddenly pops into their head.
To prevent this, do not post immediately based on your current emotions.
An effective method is to wait for a certain amount of time (for example, about 10 minutes) before posting information. After some time has passed, review whether the content aligns with your brand identity and decide whether or not to post it.
Next, regarding the part about "consistent activities." "Lack of consistency" means that a state of contradiction has arisen. In branding, unless something extreme happens, a single post will not cause fatal damage, so if contradictions arise in your activities, you just need to correct them so that they disappear.
However, sometimes the person themselves does not realize there is a contradiction. To prevent this, you need to design customer touchpoints that allow you to receive feedback from your customers.
The final state of "failing to maintain continuity" means that your progress has stalled.
I do not intend to be harsh regarding this point.
This is because even if you continue branding, there are times when your progress will inevitably stall temporarily.
The reasons for this vary by company, such as the results of branding being difficult to see even while continuing, or conversely, becoming too busy with your main business due to branding activities.
The ideal is not to stop, but as long as you have the attitude of "trying not to stop," it is just a break, and you can start moving again.
Stopping completely is out of the question, but a temporary break is something everyone experiences as a human being.
There is no need to worry about it at all.
Takashi Harada, the creator of the goal achievement sheet known for being used by Major League Baseball player Shohei Ohtani, and under whom I study at the Harada Education Institute, says this:
"It's okay to be a quitter. If you do that 10 times, it counts as having continued for a month."
There is no end to branding.
Even if you stop temporarily, there is no problem as long as you can take the next step.
Thank you for reading until the end.
*I would be more than happy if you could use this article to build your one-of-a-kind brand. Also, I would be very encouraged if you could follow me m(_ _)m
*The articles in this magazine are quoted from my book, [Learning from Companies That Continue to Be Loved: Support Branding]. It contains plenty of examples, so please take a look if you are interested.