4: Be consistent
Once you have your mission, values, and ideal customer, you need to stick to them. That’s not to say that your brand can’t evolve over time, but consistency builds trust. And trust is key to building connections.
We no longer take brands at face value. We look behind adverts, across all platforms, and want transparency and integrity from those we buy from. If you talk a lot about sustainability on social media, but your packaging isn’t recyclable, then your customers will feel a disconnect.
If your brand values include kindness and inclusivity, but your website isn’t optimised for the visually impaired, then your audience will have questions.
So, be who you are, everywhere. People pay attention!