My recent flight home on Continental was great, like it always is... Continental consistently delivers a good experience. This got me thinking about the importance of consistency and specifically about a time when my colleague, Patrick, and I were meeting with a prospective client.

During this meeting, we asked a lot of questions about the prospect's business, the current challenges he was facing, and the solutions he was considering. He asked us a lot of questions about our company, Brand Integrity, and organizational branding. After about an hour of this back and forth, he asked "If there is one thing that I need to take away from this meeting about brand-building, what would it be?"

Patrick and I looked at him a bit perplexed. His question seemed so simple to us. We were both shocked that we had not been asked it before. He pressed on, "What is the one thing that matters most to ensure a company can build its brand to drive profits? Is there one thing?"

Patrick and I looked at each other and back at the prospect. Then we each got a piece of paper and wrote that one thing down. Both of us passed our papers to the prospect and, sure enough, we had written not only the same idea, but the exact same word: consistency.

Consistency is so important to a strong, sustainable brand that I always tell clients and leaders "consistency is king." Consistency is so important, I had it personified with an image in my book. The king is a reminder that if you want to develop a strong brand for your company, then employees must be in a position to consistently deliver results for customers. Without consistency, your company won't be able to drive the experiences employees and customers want and will end up being another one of the masses rather than a "king" ahead of all the rest.

Why do I always feel obliged to pick on the airline industry? Well, because the airlines make it so easy. However, there are a few in the airline industry that truly understand the importance and power of a strong brand. As one client leader from a large telecommunications company said to me, "It's just about sucking a little less than the competition."

As most airlines have experienced, it's actually really hard to "suck less". The airlines that "suck less" are the ones that recognize that its people and the processes and behavioral ways that they've been trained on are proprietary to the company. The behaviors are personal and it shows.

Take JetBlue for example. Are they perfect, no, but are they consistently better than the competition, no question about it. Let me share with you a recent, yet very typical, experience designed into the workforce at JetBlue. Aside from the fact that the check-in staff, gate employees, and flight attendants are almost always overtly kind and friendly, JetBlue pilots also get into the service side of the action. It is not uncommon to see a pilot help out with the cleanup inside the plane in order to speed up the turnaround time.

On one particular flight I was on, the pilot came out of the cockpit just before leaving the gate and addressed the passengers using the microphone. He said, "Thank you very much for flying with us today. I am sure you will enjoy the JetBlue experience. By show of hands, how many of you are first-time flyers with JetBlue?"

None of us raised our hands even though there were probably a few first-time JetBlue flyers. The pilot continued, "Great, we have a bunch of savvy veterans who have come back for the JetBlue experience. Then you know what to expect. Great service, a great flight, and live TV. Folks, today we have the best flight attendants in the industry. Please don't hesitate to reach out to them if there is anything we can do to make your experience with us as pleasant as possible."

In less than 15 seconds, this pilot not only mentioned the term "experience" three times, he also set a high expectation for the flight attendants to live up to. My guess is that they welcomed that high expectation because they truly enjoy servicing passengers. JetBlue does a phenomenal job hiring, training, and evaluating its employee base to ensure they buy into the strategy and deliver it at each touchpoint.

Drafting optimal behaviors requires a unique investment by your company. In return, doing so promises to maximize the strategic value of workforce performance and contribute to a sustainable competitive advantage. Bottom line: The behaviors that your employees create become proprietary and lead to differentiation in the marketplace. Behaviors are the way you do business. They drive your culture. They drive your brand from the inside out.

I wonder if United wished they sucked a little less....

Does your company lack strategic direction? Does the path you’ve set change with the wind based on the hidden agendas of your leaders or market and competitive fluctuations? If so, and you’re frustrated enough, it might be time to consider a different approach. A brand strategy might be just what you’re looking for. A brand strategy is the process of aligning what you say (mission, vision, values) with what you do (delivery of behaviors and experiences) in order to positively influence what others (employees, customers, the market) think.

To successfully implement a brand strategy, you must understand the four realities of branding:

First Reality of Branding: The brand is not a part of the business, it is the business
Every employee interaction within your company impacts the brand. Each one makes it either easier or harder for you to keep and recruit great people and good customers. These interactions directly affect costs of payroll and customer sales, which dramatically influence cash flow for operations. The most successful, future-looking companies (whether large household names or privately held neighborhood shops) recognize that the brand is the playing field for the game of business.

Second Reality of Branding: A brand is about experiences, not logos and taglines
Your brand is a people strategy, rather than a marketing strategy. The purpose of a brand strategy is to influence what people think about your company in ways that cause them to take the action your company is looking for and the only way to influence what people think is to manage the consistent execution
of employee behaviors that will drive customer experiences.

Third Reality of Branding: The little things that you do CONSISTENTLY are much more important than the BIG things you say!
No one is really listening when you tell them how your company is the industry leader in “blah, blah, blah.” Or that you are experts in delivering “blah, blah,” and are known for incredibly high-quality “blah.” Even if you think they’re listening to your salespeople or advertising message, do you really think they’re hearing it? Don’t count on it! People judge a company by the experience they have or someone they know has. So why do so many companies still waste outrageous amounts of money on advertising and marketing tactics rather than focusing on the experiences that are most relevant to their target customers? Well-planned and executed experiences provide reasons for customers to believe what companies want them to believe about their products. The reality: You’re better off doing a few things well all of the time than doing a lot of things mediocre some of the time. Consistency is king!

Fourth Reality of Branding: A brand strategy is the single most important differentiator between a good company and a great company
Great companies have people and processes that make them great. For any company in any industry, this fact remains true: your competition cannot easily replicate your people (human capital) or processes (quality assurance, innovation, customer service, etc.). They can (and probably will) copy your marketing message, but they will not be able to consistently deliver the same experiences without your people and processes. Since this is the case, why not focus energy on talent management and process improvement?

Build and sustain a difference in the market by:

1. Determining the experience your customers want.
2. Finding the right people to deliver that experience.
3. Ensuring your people have the right operational processes to efficiently and effectively deliver experiences for your customers.

Companies that define a strategy to drive their culture will win more, lose less, and make more money.

To read more about how to build and define a strategy, pick up a copy of my book Achieve Brand Integrity.