Consistency Builds Your Brand

A pattern of behavior leads to the development of a reputation. A reputation supported by your positive image and communication generates brand equity. Strong, consistent brand equity is what every smart professional desires. With brand equity, you gain the attention of prospective employers, clients and partners. How do you generate brand equity? The secret is consistent, engaging and constructive behaviors. You must consistently perform and behave in a manner that supports an engaging value-added brand. Additionally, you must showcase a consistent message across personal interactions, social media, and your appearance.

People value consistency because they can rely on someone who demonstrates a record of delivering results, someone that is trustworthy and projects uniform values over time. Take for example restaurant chains whose corporations establish practices that are promoted at each location. The products taste and look the same. This same principle applies to people. People prefer to interact with others with whom they feel a connection and can form a relationship based on trust and consistency. Here are three areas in which you want to be congruent.

1.) Online Presence

Share a similar theme in all of your online profiles. This does not mean that you upload the identical profile language to each social media platform. However, there should be a common theme. Perhaps your theme is that you are intellectually curious, always researching to be at the forefront of new information in your field. Make sure you present your theme across the board.   Also, make sure the image that you use is consistent. Some people achieve this by using the same headshot across all media. The more uniform your online brand, the more likely people will connect with you.

2.) Steady Professional Performance

I knew a tennis player who was either really “on” or really “off.” Nobody wanted to partner with her because you never knew what to expect. Then there are the players who are steady in their game They were always “on.” That type of performance makes a positive impression. That is the reputation you want to build at work. Being “on” will foster your brand equity.

3.) Fulfill Promises

There are some brands’ promises that we all know. Take a look at Geico’s “15 Minutes Could Save Your 15% or More.”   This is compelling because Geico is laying it on the line. You can do the same with your brand. What is your brand promise? How consistently do you deliver? If you are reliable, it will be remembered.

First, define your brand. What impression do you want to leave? With a defined brand, you have a target. Next, behave and express yourself in an unwavering manner. Strive to be consistent and over time, you will build a trusted brand and loyal relationships.