In the past Maker’s Mark advertising has been consistent with the look and feel of the product — a very classic, refined and exquisite spirit. They usually pair their classic image with tongue-in-cheek copy to keep it current, modern, and with the times. While out and about our president Melissa noticed this new billboard and snapped this photo with her cell phone.

This ad is a prime example of a company trying to keep up with changing trends but losing their brand consistency in doing so. Simply slapping what appears to be a cut-and-paste friend request button onto an existing company stock photo not only lacks creativity but weakens the company’s brand. If I could give this ad a makeover I would love to see a picture of someone serving a Maker’s Mark cocktail and copy along the lines of “Watch the friends start pouring in.” with a URL to their social networking site.

It is important to be conscience of the delicate balance between current trends and your brand’s integrity. I commend this company for including social media into their marketing approach but what looks like a lack of strategy and creativity has left them with an ad that has missed the mark.

I’ve mentioned before how a company’s identity is much like a person. Imagine then that a company’s brand is the equivalent of a person’s physical appearance.   In either case, time is invested to ensure that the appearance of said person (or company) is reflective of the person within.  Let’s assume for Company X; this means professional, efficient, and intelligent.  Great.  Now let’s say an employee of said company sends a customer a proposal.  They aren’t quite sure how to futz with the formatting on Word and send over a document with a logo thats been distorted just out of proportion. It’s just one document; they can fix it tomorrow, right?   WRONG!   Although the document can be fixed tomorrow, the impression made on the customer cannot.  A strong brand identity means being consistent; no exceptions. 

No matter how small, inconsistencies ruin a brand’s integrity and more importantly a company’s credibility. A company that shows a lack of detail and consistency in its own matters, is evidencing to its customers that it wouldn’t do much better with theirs.  Further, with companies taking advantage of social media and the Internet (two channels that can easily run uncontrolled), setting guidelines to how your brand is represented cross media, is of even greater importance.  Similar to missing one day in the gym; a company that fails to convey its brand consistently risks a wasted investment and even a risk.  To you look good (and be successful); you have to work (consistently!).  Doing so will give your brand power and a positive perception that is sure to differentiate your company from the rest.