Let’s break down Licorice.com this red, gooey licorice and its brand consistency. We aren’t talking about the classic Twizzlers from your local convenience store, either.
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This brand has an impeccable focus on achieving what we call “The 3 C’s,” and they do it in the right order, too. This Licorice example is:
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- Consistent
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- Clear
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- Compelling
Here’s what that means…
1️⃣ Consistent
Brand consistency is a key ingredient to overall success. In the little things and the big things, this is so important for creating connections with clients. The kind of connection for which clients will walk an extra few blocks to come to your business or that they will be happy to spend money on to be part of your coaching program. Be so consistent, so they can’t wait to tell their friends about you. (Just like we’re excited to show you this Licorice brand.)
What do we mean by consistent? You should always be sending the same message in the same way across platforms, with the same design elements, and creating a consistent brand experience for anyone interacting with your brand.
Check out all the places the message is the same…
2️⃣ Clear
Having a clear brand message makes everything easier, and further contributes to your consistency. See, the two go hand in hand, reinforcing each other, hint this is consistent branding. Being aligned and knowing exactly how you help your clients makes your message clear. This is not to be taken lightly and is not for the faint of heart. It takes real investment, commitment, and dedication to your vision, the way you can help clients, and the impact you can make. Achieving a strong level of clarity in your branding ensures a great experience for your client–they always know exactly how to work with you and how you can serve their needs.
Looking at the Licorice example again. Notice how all of these platforms are very clearly saying the same thing…
3️⃣ Compelling
Be compelling. This is intentionally the 3rd C. 😉 If one and two are minted in your consistent branding and storytelling, this one shines right through. What do we mean by compelling? Think about those dog-rescue donation tins you often find at grocery store checkouts. They pull at your heartstrings. They tap into your emotions. Your brand should be tapping into the customer’s emotions too, in whatever way best matches the service or product you’re providing.
See, if those first two Cs are already in place, this third C comes naturally. Here are three ways our Licorice brand example is on point: ✅
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- It looks good
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- We love the way we feel when interacting with the brand
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- It’s unique
Remember, they are also selling $15/pound candy. Compared to a bag of Twizzlers for $1.99. There is a reason this is a premium experience.
As a bonus, here’s a 4th C: Care deeply about your product and the people who will benefit from it. If you have a vision inside of you that cannot be silenced, bring it to life and let it out. With support, a blueprint, and a Make-It-Real team, you can make your ideas reality.
Want to learn more about connecting with your brand? Check out the Branding and The Brain FREE PDF. It’ll take the 3 C’s to the next level by utilizing your brain’s superpowers.
