Among the many sicknesses that can plague your brand, MBPD tops the list. It’s the one to watch out for. If you have many personalities vying for space within one brand, needless to say, its havoc. Let’s quickly go over some tell tale signs, so you know what remedies you are seeking.
- We are the no. 1 brand in the sector, but own the smallest market share
- We are an international brand, with a presence in only one country
- We are a friendly brand, but with campaigns that are clinical
- We are a leading technology brand, with an archaic website
- We are trendsetters, with not a single new trend to our claim
- We are sophisticated, but our service experience is crude
- We are leaders in innovation, experience, design, marketing and technology
Some brands have even more nuanced symptoms that can be dangerous because they are seeped into the system so deeply, they are hard to recognise and change, and can prove fatal.
I would say this applies mostly to the zones or points of experience and contact.
Discrepancies in voice, language, vocabulary and tonal differences could affect communication platforms such as IVRS, customer representative behaviour standards, website content, social media content etc.
Similarly, public area music, hold music, ads (individual ad stories could and will have specific music associations, but the string of ads themselves cannot be discordant in their musical treatment), YouTube channels and podcasts, cannot be moving violently between genres so diverse, that there is no thread to bind them together.
Brands ought to have 
; many facets, yes, but just one persona that you are known for. If you have too many brands claiming that position, then you’ve either not identified yourself correctly, or you’ve just not done enough to own that persona.
Think about it like this. All of us engage in relationships of different kinds. No matter what the degree, term or nature of the relationship, it can’t possibly survive without trust. An inconsistent relationship is better not begun.
Brands are no different. We create various embodiments of a brand, in order to make that all-important connection with our customers. And we’d like them to stay with us. Trust is that binding force. If we are inconsistent and split between our multiple personalities, we have lost that trust. And that’s something hard to regain and one your competition will be quick to beat you to.
It is therefore most imperative that brands build and live one persona.
In the current times of ‘continuous partial attention’ [it is exactly that – when you are only partially attentive, continuously], the smartest and most effective tool is to develop a consistent audio universe around your brand.
I have alluded to how this can be achieved by pointing out the areas of inconsistencies earlier, but for more on how sound can be your answer to unifying your brand’s personality, stay tuned!
Authored by: Aishwarya Natarajan
Sunoh