Consistency

The large bad boy companies are notorious for getting this wrong.

Usually it's the astounding difference of service your customer's face when calling in regards a problem they have. Or worse yet: being told 10 different stories regarding a product you thought was going to solve your problem: "Internet not working? It must be your router or your non warranty copper wires, but it's definitely not our fault, we just sell the service. Let me transfer you"

As mentioned in the previous post: if you can't market your brand as being real (authentic), you may as well pack up and head home.

Same goes for consistency. Consistency goes hand in hand with authenticity. Not only do you have to keep it real, you must do this for every customer.

Remember that people don't but what they need, they buy on what story they tell themselves.

Therefore it's essential that how you answer the phone, to how you manage your website, to your in person meetings are all consistent with your brand, and the story you tell your target market.

Bell Canada lost lots of internet customers because they couldn't keep their story straight, but apparently TekSavvy can when it comes to internet providing. This goes to show that people will talk about your brand (or lack thereof) whether you like it or not.

Find your inconsistencies in your message, fix them fast, and maybe just maybe your customers will say nice things about you.