Lesson 3: Provide Consistent Service

A brand is not just a logo or a tagline. I once heard a brand described as a promise that is made to consumers. (Note to self – I will track down the source and properly credit the author). In order to make and keep the promise, it is important not just to have a consistent message, but also to have consistent services delivery.

As with the fragmented message, the early Catholic Church had different rituals and different ways of conducting the Mass. Pope Pius V (1504-1572) during his papacy issued missals that created a uniform way of conducting the Mass, so that worshipers could have a sense of familiarity no matter where in the world they attended services.

The Catholic Church has documented detailed processes and procedures for conducting all major rituals, from the Church’s seven Sacraments to Exorcism. In fact, the church reviews the procedures and will make changes from time to time, as it did in 1998 with Exorcism.

When developing a brand for your company or organization, consistent service delivery is critical to the success of keeping your promise to the consumer.