Try doing this.
Drop a competitors’ logo into one of your ads. Could it be from them?
If the answer is ‘yes’, then you’ve got a problem.
You can spend a huge amount of money developing advertising campaigns.
You can change your advertising regularly, creating brilliant campaign after brilliant campaign.
But if you change your story every time you do it, you’re doomed.
I’ve said it before and I’ll say it again, there’s only so much room in people’s heads.
If you want customers to buy into your brand, you need to be consistent. Repeat, repeat, repeat.
You need to be able to occupy territory in the mind of the customer.
If you’re already in that position, a change to your story will confuse them. Confused punters don’t buy stuff.
Consistency delivers long term brand loyalty.
Just do it.
Vorsprung Durch Technik.
Should’ve gone to Specsavers.
All examples of long-term, consistent campaigns. All based on a clear positioning.
While the executions may change year on year, the underlying story resolutely remains the same.
“Have a break. have a KitKat”
A strapline thought that’s existed since 1957. Over 60 years of consistency, staying true to the brand.
KitKat has owned a clear positioning in the market for well over half a century.
If you can find your positioning and stick to it – and OWN it, you’ll make it very difficult for competitors to follow.