PRACTICE MARKETING blog

This is an interesting marketing thumb rule in that it speaks volumes to how people make decisions about what and when to purchase, and where and/or whom to purchase from. I often speak with clients about the value of brand “consistency” in the context of customer service.

An example of the power of this rule is the success of McDonald's. I don’t think you’d find many people that would say that McDonald's makes great tasting food, or even that their cuisine is very healthy. So why then, if “quality” is not their main value in the marketplace, is McDonald's so successful.

I assert it is their commitment to delivering a “consistent” customer experience over time. They can be “counted on” for a number of things in the customer’s minds; Food that always tastes the same no matter which store you buy it from. The same consistency applies to the food being served fast, and hot.

Notice then, that what consumers obviously prefer is not necessarily excellent quality, great taste, or even great service from McDonald's, but the consistency of delivery. The fact that their customers can count on that, consistency allows consumers to connect with the McDonald's brand with first familiarity, then trust in knowing what they are going to get when they walk in the door – every time. It’s not great – but it is familiar and they can count on it. This is powerful and persuasive brand marketing at it’s best.

Question: How could you make your customer's experience of you more consistent so that you can leverage "familiarity" & trust in your brand building?

Mark V. Bullock, Partner/PMA Practice Marketing Advisors practicemarketingblog.com

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David J. Bilinsky is the Practice Management Advisor and staff lawyer for the Law Society of British Columbia. He is a Fellow of the College of Law Practice Management and the Editor-in-Chief of Law Practice Magazine (American Bar Association). He also authors his own blawg at thoughtfullaw.com:

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