Scott Ginsberg, that guy with the Nametag, wrote a great article on Friday called “Be (Somewhat) Predictable” about building and reinforcing brand expectations in your customers.

The basic idea is to choose your brand’s identity and teach your customers that you will reinforce it again and again. That is, be predictable.
He suggests three actions to drive the predictability of your brand. As you read, think of the implications for your online marketing and branding efforts.

Here’s a list of three ways to maintain brand consistency:

1. RECORD Brand Moments. Keep a log of your branding “moments of truth.”

For example, write down any time a customer says, “I figured you would do that!” or “It doesn’t surprise me to see your company…” or “That’s exactly what I expected your website to say!” After all, what people remember about you is what you are.

2. REMIND Brand Moments:

In your office, post a bunch of sticky notes that read, “Is what I’m doing RIGHT NOW consistent with my brand?” This will keep you accountable. And if you’re ever not sure if the answer is yes, well, consider that a hint.

3. REINFORCE Brand Moments:

Any time you do or say something consistent with your brand’s values, tell people. For example, if you email a prospect and say, “Well, my consulting fees are available on my website,” don’t forget to punctuate that sentence with, “…because that’s the way I do business,” or “…because that’s what clients have come to expect of me.” They’ll appreciate your integrity.

It is easy to translate Scott’s thoughts on branding to your online marketing efforts. Be consistent in your writing style, honesty, and online customer service. Answer your emails in a timely manner, get back to customers who contact you, and continuously add content based on feedback you hear from them.
When site visitors or customers compliment you on your service or the website or friendly sales people (or fast delivery or excellent quality or whatever) record those compliments, remind your employees of the payoffs their efforts have produced, and reinforce what those compliments are based on with further investment in the same improvements.

With a little consistent nudging from you or your management team, Scott’s three R’s could create a positive cycle that will keep rolling and snowball into a very strong and (somewhat) predictable online brand.

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