Consistency is Key: Strategy, Content, & Communication

Brand and marketing consistency is all about bringing a specific voice and feeling to your consumers through steady messaging across channels and assets. This is important for marketers as consistency forms reliability, which generates strong bonds between your brand and consumers. Here are three key areas to focus on when driving consistency between your brand and consumers:

Craft brand recognition. 

When you display consistency across all channels, you are defining your brand.  The most successful brands are recognizable almost everywhere because they consistently use the same voice, imagery, and style across all platforms.  For example, Geico uses the same logo, the same mascot, and the same satirical scenarios in every advertisement, which increases the brand’s recognition.  Whether you see a Geico ad on TV, hear it on the radio, or glance over it in a newspaper, the brand’s voice will register with you. 

Build trustworthy relationships.

Have you ever known someone who acts a certain way in one setting and a different way in another setting?  You feel like you don’t really know this person.  You don’t fully trust them.  You don’t think they’re reliable.  As a brand, this is not what you want - you want consumers to trust you.  By being consistent in your marketing efforts, you’re building a sense of trust that bonds you with consumers.  It’s almost like creating a friendship.

Increase brand awareness.

Did you know that consumers are more likely to purchase a product/service from a brand they recognize? Build consistency by posting content regularly and crafting content that flows together visually (i.e. stick with the same colors, logo placement, quality). Craft a marketing strategy that follows a uniform schedule and shares your brand’s voice in a consistent manner. Communicate with consumers regularly utilizing your brand’s voice.

All in all, consistency leads to reliability, authenticity, and credibility. These three factors help form stronger relationships with consumers, driving brand preference on shelf and a more motivated path to purchase. Keeping a steady voice and remaining consistent in what you say and do will help your brand stay true to its roots as it continues to grow.