Whilst I personally don’t drink the energy drink Red Bull I love the business of Red Bull. Apple gets much said and written about it for its huge success (and so much of it is well deserved). However there is so much about Red Bull from a business perspective that is an incredible story.
I know some people have a problem with the energy drink sector. However lets just put that issue aside for the minute.
One of the things that I admire is the consistency of their message. Since founding the business the message has been the same. They have constantly attached themselves to the extreme sports and the sports which have significant risk and excitement attached to them. And then off course there is Felix’s jump from space.
The founder Dietrich Mateschitz in a interview stated that they have always been “speaking in the same tone of voice.” Everything about the company from the advertising, to the sports, to the ambassadors of the brand, to the shape of the can is consistent. The message is always the same.
The value of this consistency is massive. There is no doubt in the minds of the customers exactly what Red Bull stands for.
Can this be said about your business?
I don’t just mean the marketing message, I mean every aspect of the business. From the marketing message, to what your customers experience when purchasing from you , to the internal operations of the business.
Is it clear what your business stands for?