Dunkin’ Donuts is an example of consistency in action. Dunkin’ Donuts, which has more than 12,000 quick-service shops worldwide, is well-known for its coffee and baked goods. It also sells a brand of coffee beans, K-cups, and creamers in supermarkets and other home goods stores. They are also soon planning to introduce a line of bottled iced coffees.
Being an affordable option for coffee and comfort food, Dunkin’ Donuts expresses its position through constant branding throughout all of its marketing. This includes packaging, advertising, distribution, and pricing. They have managed to make an instantly recognizable emblem which makes the company’s products pop out of the shelves even when surrounded by competitors. This makes the value of the company’s consistent branding more clear.
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Customers who have positive memories of getting a coffee and a doughnut at their neighborhood Dunkin’ Donuts are much more likely to purchase the company’s goods to use at home because the strong branding inspires the same positive emotion and sense of assurance in the goods sold through other channels. The lesson for small business owners is to maintain consistency in their branding.
What can small businesses learn from Dunkin’ Donuts?
The lesson for small business owners is to maintain consistency in their branding. Have a determined identification convention for your logos, packaging, marketing, and messaging, whether for distinct channels for different items or the same products. Consumers base their future purchases on their prior ones, therefore, you need to help them remember your brand so they can return to it.
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Have a purposeful identification convention for your logos, packaging, marketing, and messaging, whether they are for a single product or a variety of items. Consumers base their new purchase selections on their prior experiences; therefore, in order for them to return to your brand in the future, they must be able to recall it. Building a reputation as you develop new products and services is challenging without consistent, clearly connected brand imagery and experiences, which results in losing out on both repeat business and prospective new business. Read more about them here!
