What we can learn from X about brand consistency
When it comes to branding, one of the most important things to remember is that consistency is key. This is true of your brand whether you’re doing social media marketing, search engine optimization (SEO), email marketing or anything else. Branding needs to be consistent and on point to help put your business in the best possible position for sustained success.
Essentially, brand consistency means determining what your company stands for and how it is going to be viewed, and then ensuring that you are consistent in this message through any and all channels that you use. There is a reason that major companies will often use the same logos or slogans for so long. These are all part of their branding efforts and help to create the name recognition that makes them successful. If you can hum a McDonald’s jingle in your head and then imagine both the logo and the food, this is evidence that brand consistency is working.
So, what happened with branding at X?
A recent example of how this can be done incorrectly comes from X, which was formerly known as Twitter. It was purchased by Tesla’s Elon Musk, who also runs both SpaceX and xAI, and he decided to rebrand it.
From one perspective, this could be seen as branding consistency throughout the Musk properties. He does try to use the letter “X” as often as he can.
But the problem is that Twitter had already established its brand consistency long before Musk purchased it. There were even related words associated with the brand that people understood. For instance, a post on Twitter was known as a tweet. It didn’t take long for that phrasing to become so successful that it became a verb – someone is “tweeting” about the news or they “tweeted” from the football game.
The amount of brand consistency that it takes to have a noun turn into a verb is incredible. By changing the name and even eliminating the use of words like “tweet,” some financial experts believe Musk may have cost Twitter up to $20 billion in value. This shows just how much money may be riding on effective brand consistency.
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