Brand identity must be consistent across all consumer touchpoints

This past week I had the chance to fly Virgin America for the first time and I must say that I was really impressed.

This past week I had the chance to fly Virgin America for the first time and I have to say, I was really impressed. From the roomy and comfortable seats (even in coach!) to the in-flight entertainment and Wi-Fi access, it was all enough to make me a Virgin convert before we even took off.

One of the things that resonated with me is the attitude Virgin exudes, from its trendy flight attendants to the soft mood lighting. As it is the brainchild of Sir Richard Branson, one would not expect any less than the laid back and hip approach the airline takes to even the most routine, and seemingly boring, aspects of a normal flight. One such example is its irreverent and comical safety video that was so creative I actually watched it.

Given the prevalence of social media in marketing, several companies use creative digital techniques, be it a viral video or Twitter campaign, to establish brand identity. Yet too often that online social media identity for the brand simply doesn't match up to the actual customer experience. A modern marketing approach will not do any good if the company's front line offense, customer service reps and in some cases the C-suite, is trapped in a different era. Virgin America is a good example of a brand that's getting it right, but there are many more out there I'm sure. What do you think?  

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