3. Learn how and when to break the rules

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A truly successful brand cannot be successful if the rules are not followed, that is clear. Consistency is the key when it comes to delivering a truly different customer experience.

Now, this doesn't mean that a brand can't "step outside the box" from time to time, but rather that these deviations should be for the greater good .

As time goes by, these boundaries will begin to define themselves and the brand identity will be able to consistently implement this action in each department and process.

A clear example of knowing how and when turkey phone number list to break the rules is the case of Burger King, which, in the midst of the lockdowns caused by COVID-19 around the world, invited its customers to consume products from its largest competitor: McDonald's.

This generated a truly impactful campaign and defined the organization's personality in the face of an event of that magnitude.


4. Establish your brand voice with content
The content surrounding your brand, including your ambassadors —ranging from executives, marketers, store employees, and even customer service —should share a unified voice . However, this cannot be left to chance.

Establishing clear content guidelines is essential to maintaining consistency and continuity in your messages across all your customer service channels.

A successful brand provides its members with rules that maintain the tone, word choice, phrasing, and individuality of the organization in order to demonstrate consistency at every stage.