Pareto Global Associates: Consistent Branding Contributes to a Good Reputation

LIVERPOOL, ENGLAND, June 12, 2013 (Press-News.org) Building a consistent brand creates opportunities for forming close relationships with consumers. Cyril Williams, managing director at Pareto Global Associates, therefore recommends businesses to clearly define what their brand stands for and then consistently refer to it through different marketing channels. Two great examples for brand consistency are Nike and Jack Daniel's. According to a US report by the Centre of Applied Research, Nike was able to boost its share of the sports market within ten years from 18% to 43%; from GBP579m in worldwide sales to GBP6bn (marketingweek.co.uk).

"A strong and consistent marketing strategy can make the difference and help being ahead of the competition and increase market share," explains Cyril Williams. "Consistency allows consumers to build an opinion about a brand which is crucial for a business in regards to its reputation."

About Pareto Global Associates: http://www.paretoglobalassociates.com

Bjorn Von Matern, vice president of corporate communications at The Absolut Company, explains: "...consistency in itself is also a brand promise you are always delivering on." He adds that it is part of the identity and therefore has to be clear about what the brand is all about (marketingweek.co.uk). Cyril Williams at Pareto Global Associates points out that Nike and Jack Daniel's are two great examples to demonstrate that consistent branding is crucial to remain competitive and trustable.

Nike has used the simple and most recognisable slogan 'Just do it' for the past 15 years and has taken market share from rivals. The alcohol brand Jack Daniel's has also remained consistent to the story behind the drink. John Hayes, Jack Daniel's senior vice president and managing director, explains: "It's a true story about a real place in Lynchburg, Tennessee. Essentially, we do just tell the story about the product, how it's made, the process that makes it a unique whiskey, the people and the place...". The Jack Daniel's brand has been consistent with its marketing strategy since their first marketing campaign in the mid-1950s (marketingweek.co.uk).

"Nike and Jack Daniel's are only two examples of consistent branding, but they show especially what the benefits are", says Cyril Williams, managing director at Pareto Global Associates. "Such consistency is what makes consumers recognise the product or service, no matter what marketing channel is used to reach people", continues Cyril Williams. A brand should be built considering its values and the message that should come across to the consumer. A truthful and consistent message to people builds trust and increases brand loyalty. Pareto Global Associates, an outsourced sales and marketing company based in Liverpool, helps raise brand awareness on behalf of its clients. "We always recommend our clients create a consistent marketing strategy", says Cyril Williams. Pareto Global Associates is well known to look after its clients and support them with direct marketing campaigns in order to enhance business growth.

Pareto Global Associates are an outsourced sales and marketing firm based in Liverpool who help raise brand awareness on behalf of its clients.