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Volumes have been written in recent years regarding the need for adaptability and agility in today’s workplace. And it is right that there should be a culture of being able to flex with the changes and embrace innovation.

But it is also right that some things should not change.

Consider a certain company, known for its uniquely hybrid business model and niche audience. It was built on a solid reputation and shared values that drew both team and audience together.

And then, leadership went into an entirely different direction just because they saw opportunity for broader growth.

Unfortunately, in doing so, they orchestrated a major shift of core values, effectively sending shockwaves across the team and across their audience.

In an effort to grow, they changed too much.

Rather than being seen as innovative and agile, the company lost most of its staff and a high percentage of its customer base. It lost, in essence, its identity and core branding.

And it has yet to recover to its previous levels.

What happened?

The leaders missed one key element: consistency.

Consistency builds a perimeter of trust, and trust is paramount in business. Yes, you must innovate and grow, but not at the expense of your core values and branding.

Here’s the thing: People value consistency more than many realize. They like new things, yes, but they value a consistent foundation.

What are key areas in which to build consistency?

Consistency of Values

At a personal level, especially as a leader, and at the business level, you must take the time to put your values in writing.

What are your non-negotiables? What are your bedrock principles? You will have many preferences, and those can change and adapt. But what are your core principles?

These core values define you, and they define your organization. And people will come to depend on this foundation.

Consistency of Communications

What are your consistent message points? How will you respond to questions or crises in a way that is consistent with your values? Do you have consistency in your policies, procedures, and FAQs for team and customers, or do you confuse your team by making up the rules as you go?

Secondly, what are your consistent methods of communication? Do you only email your mailing list when you want to sell something to your audience? Or do you seek ways to communicate regularly in a way that brings value to them?

What are your team communications? Do you purposely, as a leader, take the time to walk the halls and greet your team on a regular basis? Do you know a little something about each team member that will help to start a conversation in their area of interest? Do you have regular meeting times with your staff or open office times when your team knows you will be available for them?

Consistency of Branding

This one goes to your company values and what you deliver based on those values. Is your brand consistent with what your audience expects and needs? Do you listen regularly to the needs of your people? Is what you are offering bringing value to them?

Inconsistent branding is like a mask. It covers reality and brings a sense of mistrust.

People come to you for a certain brand. If you switch it suddenly and without warning, it catches them off guard and causes confusion. You lose trust.

Consistency of Response

How is your customer service? Do customers know that, whatever member of your team they reach, the response will always be pleasant, helpful, and resolute? Even if the answer is “no,” do they know they will be treated with respect at each encounter?

A rude encounter, even in the midst of otherwise pleasant ones, can cast a shadow on your company. Work with your front-line team to achieve consistent, positive response.

Consistency of Service

A recent article touted the cult-like following of Buc-ees, a fast-growing convenience store chain that is in a class of its own. They are known for consistency. This translates to predictably clean restrooms, pleasant staff, iconic food offerings, efficient fueling, and an overall consistently unique experience. The success of the model speaks for itself. People love both its uniqueness and its consistency.

And, here’s the key, they have come to expect it.

Can the same be said about your company?

Action Steps

1. Consistency of Values – Are your personal and company values defined clearly and in writing? Are your actions and culture consistent with these values?
2. Consistency of Communications – How are you in each of the areas defined above when it comes to communications with your customers and team? Where can you improve on this consistency?
3. Consistency of Branding – Is your brand consistent with your values and with the needs of your clients and customers? Are the changes you are considering in alignment with your branding?
4. Consistency of Response – What feedback are you getting with regard to client and customer experience? How can you improve the consistency of response?
5. Consistency of Service – Is each customer served well and in such a way that they have come to expect excellent service from you, your team, and your company?
6. Lastly, are there team members you need to hire to help create this consistency? Just like you need driven leaders (D-wired) and innovators (I-wired), you may also need to bring in the consistency of S- and C-wired team members.

For valuable resources on Leadership Strengths and Tools, click here.

Deb Ingino is a highly sought-after executive coach, mentor, consultant, and speaker worldwide. Deb is well versed in business operations and in the importance of asking key questions most business leaders won’t ask themselves. She brings deep experience in leadership development, strategy, high performance team building and effective communication. She has a passion for leading people to discover and maximize their strengths as well as those of fellow team members, while offering advanced strategies to achieve high performance. Deb is the perfect fit if you’re ready to take your leadership and impact to the next level!