Unwrapping the Success Behind Cadbury's Longevity
As the global confectioner celebrates its 200th birthday, we’ve got four tips any small business can savour, when it comes to building brand consistency.
Starting out as a Birmingham-based chocolate shop in 1824 and growing to an international confectioner selling in over fifty countries, this year Cadbury celebrates its 200th birthday, attributing its longevity to ‘consistency in messaging over the centuries.’
Consistency as a brand isn't just about tone of voice (TOV) and a complementary colour pallet; it's a powerful driver of business accumen.
Why Consistency Matters:
1. It builds longevity and trust: A survey conducted by McKinsey found that consistent branding across all channels increases revenue by up to 23%. Consistency fosters familiarity, which in turn builds trust and credibility among consumers, leading to long-term relationships.
2. It supports brand recognition: According to a study by Lucidpress, consistent brand values increase visibility by up to 21%, resulting in a brand identity that customers easily recognise and remember, setting it apart from competitors.
3. It increases customer loyalty: According to Forbes, “a consistent message creates a cohesive brand experience, which resonates with customers and encourages repeat business.”
Cadbury’s enduring success can be attributed to its steadfast commitment to its three core values: ‘quality, joy, and community’.
Proven to raise awareness of your brand, build trust and encourage repeat business, it is worth investing time establishing your core values and developing a consistent TOV.
So, lets unwrap four lessons from Cadbury's legacy that any small business can savour:
1. Maintaining Visual Consistency:
The iconic purple wrapping synonymous with Cadbury's chocolate bars is a testament to the power of visual consistency. Any small business can and should create a unified visual identity with consistent colour palette, logos, and design elements. Not only does a consistent use of colour increase brand recognition but it communicates professionalism and reliability to customers.
2. Crafting a Compelling Narrative:
Cadbury’s story, rooted in quality, joy, community and the pursuit of excellence, resonates with consumers globally. Studies show that 94% of consumers are likely to be loyal to a brand that offers values aligned with their own and can prove how those values are woven into the way their business operates.
Any small businesses can craft and share their own unique narrative, showcasing their entrepreneurial journey, their values, and societal impact. A compelling story humanises the brand, which is brilliant if you yourself are the service. It also helps create an emotional connection to your clients and fosters long-term relationships with customers.
3. Consistent Messaging Across ALL Channels:
Consistency in messaging across various touch-points is imperative. Even the smallest business can maintain a unified message and clear TOV across their website, social media, emails, and customer interactions. This cohesion reinforces brand identity and trust among consumers, mitigates confusion around who you are and what you are offering, and proves professionalism.
4. Fostering Engagement and Community Building:
It’s great to develop your values as a brand, but you need to prove them in how your business operates and how you engage with your community and stakeholders.
Cadbury actively engages with its audience through interactive campaigns and user-generated content. Small businesses should emulate this approach by encouraging two-way communication, responding promptly to queries, and creating engaging content. Building a community around the brand cultivates loyalty and advocacy.
Cadbury's 200-year journey stands as a testament to the enduring power of a consistent brand message. For small service-led businesses, adopting and implementing these principles—defining brand values, maintaining visual consistency, crafting compelling narratives, ensuring unified messaging, and fostering engagement—can be transformative.
Consistency is not just a choice; it's a strategic imperative for businesses aspiring to build longevity, trust, and a loyal customer base.
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