Law 22 of The 22 Immutable Laws of Branding.

Of all the laws I’ve covered so far, this one seems to be the most important, apparent, and overlooked law out there.

It’s been said before that a brand isn’t built over night. What builds a brand in consumers minds is consistently being consistent. Volvo has sold safety for 35 some odd years, while BMW has sold the ultimate driving machine for about 25. It’s understandable that repetition can become boring, and therefore these brands often stray off on some cool new idea that yields no real return for the company.

When you think of vodka, hopefully not while on the job, what brands come to mind? Now think of gin. I think of Grey Goose and Absolut for vodka and Tanqueray for gin. I used to be a bartender so I’ve come in contact with my fair share of alcohol brands, but not once did I have some one ask for a Tanqueray vodka and soda, or an Absolut gin and tonic. However, Tanqueray saw the surge towards vodka and had to get in on that action. Just like Jack Daniels moved to the uber-masculine “cooler” drinks. Neither have done well, because Tanqueray is supposed to make gin and Jack Daniels make sweet Tennessee whiskey.

     Stic to what made your brand what it is. Attempting to adapt to changing markets and audience only weakens who you are in consumers’ minds.

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