On The Level

Michaelis Employee Newsletter 10/15/15

Congratulations, Jennifer!

Bentley Francis Hammans

10 lbs 8 oz

20 1/2 inches

Born Tuesday, October 13th

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What's the big deal about Brand Consistency?

We want consumers to prefer Michaelis over our competitors. Maintaining brand consistency is a strategic commitment that is vital to that end. Our consistency should extend across every medium, every advertisement, every document, every truck, every shirt worn on a job. Here are a few reasons why this is important:


  • Consistency helps us manage perceptions. By thinking carefully and deliberately about our brand, we can shape how people perceive our organization. Consistency connotes professionalism, purpose and stability.
  • Consistency conveys our outlook and attitude. A focused effort to establish and maintain consistent branding will deliver a very specific set of impressions to our consumers: Is Michaelis serious? Are they intentional? Do they follow through? Are they focused?
  • Consistency eliminates issues surrounding brand confusion. For many companies, their branding is actually more of a hindrance than a help. A consistent brand should instill confidence rather than engender confusion.
  • Consistency protects investment. Many organizations spend thousands of dollars crafting a logo and building a message, only to have it degraded by inconsistent, sloppy application. By being consistent in using established brand standards, we build equity in our brand.
  • Consistency builds upon previous successes. By consistently following brand guidelines, we ensure our customers know what they are getting when they choose Michaelis time after time.

"Leave more than just a sign behind – leave a reason why neighbors should call you instead of your competition when they need a contractor in the future."

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