Stay True to Your Brand simply means hold onto your core values and find ways to evolve your business that are true to these values. Let these values be your filter for strategy, ideas and people.
I recently went back to the Burger King website known as Subservient Chicken. Still there. The guy in the chicken suit is still doing what you tell him to do. How is that true to Burger King’s core values? It began years ago when Burger King challenged McDonald’s automated food production process – every burger made exactly the same in advance – with it’s Have It Your Way® campaign. The essence of it is that Burger King makes your burger (or chicken sandwich) the way you would have it off the grill in your backyard.
Need more proof? Go to the Burger King website. Slider devices allow you to customize the website to your own satisfaction based on three criteria: Food, Fun and King. And, the latest innovation? Cameras capture customers’ faces and print them on Whopper wrappers for a customized surprise. It’s have it your way, every which way.
My stomach and cholesterol level can’t handle fast food anymore, but I can appreciate a brand that still has clarity about its DNA. Props to Burger King for staying true to its brand.