When it comes to brand strategy, sometimes people confuse being consistent with being the same. Brands need to flex to the occasion, the medium, the daypart, whatever the context is. And that’s not inauthentic if there’s a consistent thread running underneath these customized presentations. That’s what I mean by “cousins, not sisters.”
Cousins, Not Sisters
Check out this #tellthetruths video to hear more, then weigh in.
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue. And today, I want to talk about this sort of dynamic tension between brand consistency across all touch points and the fact that you actually need to flex for different touch points, right?
So, “cousins, not sisters,” what I’m referring to with that is… it’s sort of like the way you dress, right? When you are authentically yourself, going to a dinner out versus working in your garden, it’s not the same clothes. So, your brand, while you definitely want to be consistently authentic and true to it, you’re going to show up very differently on LinkedIn, if that’s one of your platforms, than you are on Instagram. Instagram is vibe-driven, it’s a space to be very informal, possibly even flirtatious or playful in a different way than on LinkedIn, where it would be more idea-driven, a little bit more professional. I mean, I’m very relaxed, but I’m still not the same way I am in my backyard, right?
And so, it’s just something that people struggle with, thinking that if they have to be consistent, they have to be the same. The consistency is what’s underneath, but you flex in how you show up to be appropriate to the “occasion” of the platform. Let me know what you think about that. Thanks. Bye!
