Be consistently consistent

In partnership with

Great Wolf Lodge and a Lesson About Consistency

Be consistent. Inconsistency is the quickest way to lose a loyal customer (or kill your personal brand).

Let’s look at an example from the hospitality industry. This lesson can be applied to your efforts to build a powerful personal brand.

We’ve taken the kids to three different Great Wolf Lodges now.

The first was in Scottsdale, AZ. It was like an amusement park mixed with a five star resort.

• Clean

• Great service

• Wonderfully designed

• Relaxing and fun

It checked all the boxes. We left refreshed with tons of amazing memories.

Then we went to one in Baltimore, and it was anything but the things I mentioned above.

We figured, “Hey, this one is new. It was probably a fluke. Just need to work out the kinks.” So, we gave the Mason, Ohio location a shot, and it was worse.

Terrible layout

• Terrible layout

• The Magi-quest game was sad (and required running up and down stairs)

• The hotel was dirty

• Parking was awful

• And so much more

Because the brand has been so inconsistent, we’re losing faith. We planned to go at least once a year until the kids got to be too old. Now, we’re debating whether we’ll ever go again.

It’s great to set the bar high, but you need to follow up with a consistent experience, no matter when, where, how you connect with the customer.

Set the bar high, and keep raising it. Your customers shouldn’t have to settle for “sometimes their great, sometimes their not.”

Be consistent and be amazing…Every

• Every

• Single

• Time

Defining What Makes You Unique

Being consistent doesn’t mean being the exact same as everyone else. It means being consistent in showing what makes you unique.

Being unique in these ways will give you a leg up on the competition. Whether you’re a creator, entrepreneur, freelancer, or business pro, consistency is the key to your growth and longevity.

Here are a few things you can try (a little outside the box action) to be unique while maintaining consistency.

1. Storytelling Through Non-Traditional Mediums

• Explanation: Instead of only relying on blogs, videos, or social media posts, experiment with storytelling in unconventional formats. This could be through podcasts, visual art, comic strips, or interactive websites. The uniqueness comes from telling your story in a way that's engaging and unexpected. For instance, a personal brand built around creativity could incorporate stop-motion animations or augmented reality experiences to present your journey, challenges, and growth. Then, work these things consistently into your personal brand like an ongoing theme.

2. Live Demonstrations or Experiments

• Explanation: Rather than simply explaining your process, bring it to life. If your brand is about innovation, creativity, or problem-solving, consider live-streaming the process—whether it's brainstorming sessions, prototypes, or overcoming roadblocks. The key is transparency and showcasing your work in real-time. People connect with raw, authentic moments and live demonstrations show you are both skilled and open to experimenting. Be known for showing up twice each week, live and in person (online or actually in person).

3. Create a Signature "Brand Ritual"

• Explanation: Develop a personal or professional ritual that aligns with your brand identity and values. For example, a personal brand centered around wellness might involve a daily morning routine, shared as a quick video or blog, that integrates aspects of mental and physical health. Whether it’s a weekly reflection on personal growth or a quarterly "behind-the-scenes" look into your process, rituals set you apart by showing your commitment to your brand in a tangible, consistent way.

4. Collaborative Projects with Unexpected Partners

• Explanation: Collaborate with individuals or brands outside your usual industry or sphere to create unique content or experiences. These collaborations will help you tap into new audiences and offer fresh perspectives. For instance, a personal brand in the tech industry could collaborate with an artist to create a piece that blends technology and art. These kinds of partnerships showcase creativity, expand your influence, and keep your content unpredictable and engaging.

5. Design a Personal Brand "Manifesto"

• Explanation: Instead of just a mission statement, create a manifesto that outlines your core values, vision, and the purpose of your personal brand. Make it more than a generic declaration—incorporate art, design, and storytelling. Use this manifesto as a compass for all your decisions and actions. A well-crafted manifesto communicates your deeper mission and helps people connect with the why behind what you do, establishing a strong sense of purpose and consistency in all your content and interactions.

These approaches not only maintain consistency but also allow your personal brand to feel dynamic and distinctive, setting you apart from others in your field.

Let’s connect!

If you have any questions, or you are ready to start working on your personal brand, email me at [email protected] or visit gaenzlemarketing.com.

Oh…and don’t forget to grab your copy of The Business of Branding You: Invest in Your Personal Brand, Grow Your Career, and Gain Influence.

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