For years I’ve argued that brand continuity is important, and for years franchisees have told me it isn’t. Here are two recent examples that illustrate why brand continuity matters.
Example #1 :: Sobeys
I lived in Winnipeg for two years and shopped at Sobeys because; 1. I could walk there, 2. It was a clean bright store, 3. My father-in-law recommended it, and 4. It also had a pharmacy. I came to look forward to my frequent but small shopping trips. Better yet they had a number of products that I came to love. While I’m not a foodie, Sobeys did it’s best to make me one. So now I’m back in Toronto – missing my local Sobeys and some of those special treats. I drove to the nearest one, only to find it small, dingy, unfriendly and worst of all – the treats that I loved to buy in Winnipeg were nowhere to be found in the Toronto store. Result: I will not go back to Sobey’s - Toronto and I’ll share my brand disappointment with others.
Example #2 :: Days Inn
Charlie (my dog) and I used to drive to Winnipeg and back a few times a year and made it a road-vacation. My wife and I set a leisurely pace and overnighted 3-4 times enroute. Over the years and miles we found that some hotels and motels had no-dog policies, others charged Charlie as much as a 3rd human occupant, and others put us up in their smoking rooms. Then there was Days Inn. So far, no matter what route we have taken from Toronto to Winnipeg and back, Days Inn was always happy to put up Michelle, Charlie and me for a $20.00 premium in a fresh, clean non-smoking room. Given the rooms are large, comfortable and equipped with wireless internet and a desk, they’ll continue to get our business and referrals.
As Holiday Inn used to say and should continue to in their ads: “The best surprise is no surprise”.