Want to know how to make a marketer’s heart flutter? Say the word “consistency”! Seriously, it’s the fastest way to our hearts (there’s also coffee, but that’s a story for another time). When it comes to good marketing, brand consistency is key—meaning that you’re always shown in the same look, with the same brand elements, in the same way. I’ll say it again so those in the back can hear, CONSISTENCY IS KEY!
It’s all about bringing a specific feeling or voice to your customers through messaging that continuously remains the same across all platforms. The more consistent your brand is, the more easily customers will be able to recognize you.
So now you’re probably thinking, “yeah consistency is key, but how do I go about achieving this?” Well, I am glad you asked! One way to go about it is by executing a planned marketing campaign.
Marketing campaigns are our favorite. We love them because, well, they just make sense. They are an organized and strategic effort to promote specific goals of a company. Typically, marketing campaigns are a combination of customized marketing tools, such as, media, print advertising, radio advertising, social media, and so much more. True marketing campaigns are more than just advertisements. In order to execute an effective campaign, multiple methods must be utilized. However, no matter what method, all messaging and themes should remain CONSISTENT, and should support your position, and define the consumer experience. Doing so will help captivate your audience and grow brand awareness.
Not convinced yet?
Think of it this way. Have you ever walked past a billboard or seen a commercial on TV and automatically knew what company it was for? Think of Nike or McDonalds; you don’t have to hear the brand name to know who they are. The consistency of their marketing campaigns has helped create a strong brand recognition.
We could talk consistency for hours and tell you all the reason why you need it. But let’s face it, you’re a busy business person who is looking for answers so you can continue moving and shaking. So, let’s cut to the chase.
Here are 4 reasons why every business should be running a CONSISTENT marketing campaign:
- Remain Top of Mind for Consumers
Consistency keeps your brand top of mind and brand familiarity is what will make someone choose your brand over a competitor. Whether it be on the radio, social media, print or digital ads, it will benefit your business to have consistent campaigns to keep your brand in the mind of your consumers.
- Brand Awareness
Sorry to burst the bubble but being noticed among your consumers doesn’t happen overnight. That’s where your campaign comes into play, but don’t just stop at one, keep them rolling (remember consistency!). Strong brand awareness is a result of multiple simultaneous efforts that extend beyond just trying to get paying customers. Through the increase of awareness, you allow consumers to build trust in your organization or brand and it ultimately increases your overall value.
- Makes Your Brand Feel More Dependable
Send the right kind of signals with consistent messaging, visuals, and scheduling. You want consumers to be able to know who you are and understand your messaging/ voice. Imagine you’re hiring a new employee; from the start you begin to develop opinions or assumptions based on their initial interactions with them. If for the first interview they show up in a suit, the second a football jersey with shorts and sandals, and then a Hawaiian shirt and dress shoes for the last one, you might start to question their consistency and who they are. Would you hire them? Maybe? Now think, would you like it if customers thought that about your business? Probably not. Consistency makes your business look more dependable and reliable.
- Analytics
We all know that marketing is vital, but how do we know it’s working if it’s never tested. Running a campaign is a great way to see what motivates your market and what doesn’t. Are they responding to your theme? Or is it hard to follow? What did you do this time that you can improve on the next time around? These, along with so many others, are questions you can ask yourself while running your campaign. As marketers, we are continuously seeking what influences our audience to respond. Continually creating and testing various campaigns, promotions, and lead-collection methods will ultimately help you understand what your audience responds to the best.
By now we hope you are fully convinced that CONSISTENCY IS KEY! Make this your motto, write in on a post-it note and tape it to your mirror, what the heck, name your dog consistency! Do whatever it takes to remember this, because giving your customers a reliable experience, while making sure your voice, tone, and messaging are consistent will help bring new and returning consumers to your business. People buy from people, and businesses, they trust and recognize; and a consistent marketing campaign can help.
Jayme Donovan is Marketing Coordinator and Social Media Guru at WhiteBox Marketing. Consistency is one of her favorite words, along with pumpernickel, and she believes that if you dream it you can do it!