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Rescooped by Elle from Brands and brand management: the importance of branding
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The Importance of Consistency in Branding | Marketing Mojo for ...

The Importance of Consistency in Branding | Marketing Mojo for ... | IMC | Scoop.it
In last week's introduction to small business branding, we talked about the six criteria on which the strength of a brand can be measured; recognition, consistency, emotion, uniqueness, adaptability, and management.

Via Alana Meikle
Elle's insight:

This article talks about the importance of creating a brand identity and maintaining it. I agree that a business should establish a strong identity in order to be recognised and trusted by consumers, as mentioned in the article differentiation in logo is a good way to being noticed by consumers but it is as important to keep the logo consistent in order to be remembered by consumers.

Also the article talks about legitimacy through maintaining consistent brand identity, a good example could be McDonalds, Burger King; they are run over many countries and consumer knows what to expect wherever they go due to their strong brand identity.

The article constantly refers to the ‘consistency of a brand identity’ because consumers tend to build relationship with a brand not instantly but over time and I strongly agree because no matter how well a business has been if not maintained it is unlikely to appeal to the future customers.

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Jillian Hor Maelynn's comment, August 19, 2013 2:08 AM
i agree with this article, It is very important to have consistency in branding. Having brand consistency helps customers identify the brand and differentiates it from competitors. Having consistency also increases adoption and strengthen's brand loyalty.
Rebecca Taylor's comment, August 20, 2013 9:03 PM
Very true article, which stresses the importance of consistency especially with relation to a brands image and logo. It is interesting that certain colours are effective within certain markets such as Red and Yellow for Fast Food Companies. Companies should not overlook the intital design stage especially when choosing a name too, you don't want a difficult to say, difficult to spell name as you're setting yourself up to be in the back of the consumers mind, where you want to be right up front.
James Marbeck's comment, August 22, 2013 5:32 AM
Interesting article Alana. I agree with your comment on the importance of brand consistency. Having a great brand and image is good but to be able to hold the brand at that level in consumers minds is where loyalty and returning customers will be generated.
Rescooped by Elle from The importance of consumer engagement
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Why Customer Engagement is Important in Today’s World? - YNG Media

Why Customer Engagement is Important in Today’s World? - YNG Media | IMC | Scoop.it

Via Keane Orchard, Alina Oleinik, Vivien Dohyun Jung
Elle's insight:

This article emphasises on the importance of the consumer engagement, because for a successful business positive long-term interaction between the business and its customers is crucial.

As mentioned in the article customer’s feedback of the business through social media such as Facebook and Twitter have enough power to toll on their reputation or act as a benefit to the business. Therefore a company should act to manage their brand reputation and also to develop positive relationships with their customers through consumer engagement in all possible channels of communication in order for them to survive in today’s market. 

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Savanna Steele's comment, August 22, 2013 5:51 PM
In this article it states that not only should the companies be focusing on brand reputation but creating long term relationships-loyality. They referred to using social media via Facebook, LinkedIn and Tweeter as avenues to interact with their consumers, however focusing on customer satisfaction so that the comments received are positive, however you will always get someone with a negative comment. Although customer satisfaction is important I believe that you will never be able to please everyone, therefore I see social media as a good way for customers to express there concerns as they can be directly answered and resolved with responses where as if they were just unhappy customers they are more likely to spread negative word of mouth.
TSZ HA FUNG's comment, August 22, 2013 8:54 PM
Technologies provide convenience channel to consumer, consumer can easily search information online and they love to do it, company use social network like Facebook, Twitter to obtain and exchange information, company communication with consumer and provide information via Facebook page or website. Consumer be more power of controlling but also increase the trust because they process information by they own and it is more creditable.
Rachel Chen's curator insight, October 2, 2014 11:22 PM

Consumer engagement is such a vital tool in creating a successful marketing strategy, especially in the day and age of the Internet. Social media can be a double edged sword when it comes to bad feedback also being easily communicated and promoted to other consumers. Customer engagement is not all about just managing brand reputation but at the same time it is also capable of creating a meaningful and long term relationship with the customers.