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A Look at Samsung's Branding Fail: Why Inconsistence Can Be a Disaster

You know it has happened to you: when you bought something and realized it was not the same quality as the one advertised. To the company selling the product, that can be disastrous in terms of branding. The common denominator when it comes to branding is consistency.

In other words, what you sell should be the same thing that you have been telling your customers to buy. This is the only way you can build recognition and trust and it is the name of the game as far as branding is concerned.  For instance, when we look at Apple’s “iPhone 6”, Apple has consistently advertised it as “iPhone 6”, labelled it as “iPhone 6” and mentioned it as “iPhone 6” in countless publications.

On the other hand, Samsung curiously decided, for whatever reason, to mess with its branding strategy by introducing some inconsistencies in its latest flagship phones. Samsung decided to sell the phones Galaxy S6 and Galaxy S6 Edge as Galaxy S 6 and Galaxy S 6 Edge respectively despite the fact that the phones are called Galaxy S6 and Galaxy S6 Edge as can be seen in various online channels. In fact, even the phones themselves are labeled Galaxy S6 and Galaxy S6 Edge.

Perhaps this might sound like a small thing to you, but when it comes to marketing and branding, this means a whole lot. Especially when there exists certain unscrupulous companies who could go on and make copycat phones and label them Galaxy S 6 or Galaxy S 6 edge. A keen customer reading Samsung’s press release might not be comfortable buying the actual Samsung Galaxy S6 for fear it might be counterfeit because of the inconsistency in the branding. It might well be the case that this is a simple typing error, but it does not take away the fact that this amounts to branding inconsistency.

According to WebDam, branding is everything including the logo, social media messages, mission statement, how you interact with clients, and the quality of products, color theme and the trademark names of your products, among others. Therefore, care must be taken to avoid incidences of inconsistency in branding because the repercussions can be greater than you think. Your brand is your identity; therefore, there should be no excuses of human error especially when big and respectable companies like Samsung are involved. After all, they have all the resources and personnel they need to avoid such easy blunders.

Apart from losing client’s trust, the perils of inconsistent branding can include the following:

  • Lose of sales—customers can become confused and end up buying from the competition instead. 
  • Getting forgotten in the noise—we have already speculated that an unscrupulous company can make phones and call them Galaxy S 6 and take advantage of Samsung’s name. Hence there is a real danger of Samsung’s flagship phones getting lost in the noisy confusion of branding.
  • Being associated with poor quality/mistakes—it is true that ‘to err is to be human’, but some customers can be less forgiving. Surely a company like Samsung shouldn’t publish press releases with typos in the most important words like the names of its products. It is simply unacceptable.

Decision makers need to ensure that there is consistency in the brands they work with. In the corporate world, no mistake is too small to be ignored. Now that the business world has become too competitive, there is little room for mistakes and inconsistency.

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