Maybe I shouldn’t feel this way but I get a little irritated when I see inconsistencies in a brand’s message.
Here’s an example: www.keepitlocal.com
It’s a website that has cars, houses and other things listed for sale. Their entire branding message is that you can find these things for sale in your LOCAL community. Thus the word “local” in their name.
The problem is this. When you go there, you have to click several times to find your LOCAL community. In fact, I had to click SEVEN times to find houses for sale in my city.
I find this inconsistent.
In my opinion, a website listing houses for sale in my city would be called something like www.burnsvillerealestate.com and would have only houses in my city. Or maybe it would cover our metro area and I could search my city in two or three clicks.
To me, local implies relevance to my community. And it should have some measure of convenience. Seven clicks is NOT local.
Maybe I’m a hopeless purist but I think a brand and its message should be consistent with what it actually does. Calling it something it’s not does not make it so.
What do you think?