Without most of us knowing, our lives are full of experiences that play out just as expected. When you purchase an Apple product, you know you are going to be accessing forward thinking technology with endless possibilities. When you order your dinner from Uber Eats, you know you will have a choice of every local eatery in your area.
Now think what would happen if Apple started selling phones where the camera had the quality of your 2005 Motorola Razr. Or if Uber Eats removed the ability to have your food delivered to your door (insert shocked gasp here).
From a marketing standpoint, it would throw these companies’ branding into chaos. We would no longer know what they offered, what they stood for, or why we would be using their products and services. This is exactly why consistency in marketing is important.
Here are the top three things to consider to ensure your marketing is consistent.
Your branding is the foundation of your marketing efforts
Building a strong brand identity and increasing brand awareness is the foundation to consistent marketing. The more consistent you are with your branding, the more recognisable your brand becomes, which translates into higher levels of brand awareness. On the flip side, if your branding is unclear or inconsistent, your potential customers will have low intellectual and emotional responses to your brand.
Brand awareness is the first step in the buying cycle, and it’s essential for every other stage and the final sales conversion. Not only that, but it also helps generate leads and expand your audience. If you want to make a mark in your industry, you need to prioritise consistency, starting today!
Start with making these brand elements consistent:
- Colour palette
- Overall style and tone of voice
To sum it up, branding is the cornerstone of consistent marketing. The more consistent you are with your marketing, the stronger your brand identity becomes. This leads to higher levels of brand awareness, greater reach, and ultimately, increased lead conversion.
Your messaging should be consistent
Have you ever come across a company that seems to be sending mixed messages about what they stand for or what they offer? It can be confusing and frustrating, right? That’s why consistency in branding is crucial. When a company has a clear, consistent message that is reflected in all aspects of their branding – from their logo and tagline to their website and social media content – it helps build trust and familiarity with their audience.
Think about some of the most successful brands out there – like Coca-Cola or Nike. Their messaging is consistent across all channels and touchpoints. You know exactly what they stand for and what they offer, which makes it easier to develop a connection with them as a consumer. This consistency also helps to reinforce their brand identity, making them more memorable and recognizable in the crowded marketplace.
Start with making these brand messages consistent:
- Website copy
- Social media posts
- Email marketing campaigns
- Any other content you produce
When a company’s messaging is all over the place, it can make them seem unprofessional or unreliable. It can also confuse customers, who may not be sure what they’re getting from the company or what sets them apart from their competitors. In short, consistency in messaging is crucial for building trust, familiarity, and recognition with your audience.
Consistency in frequency is also important
Gone are the days where it was simply enough to send out a few marketing messages and hope for the best. Your audience is much smarter and less engaged, and you need to ensure that your messaging is being seen and heard by your target audience on a regular basis.
When you’re consistent with the frequency of your marketing messages, you’re able to stay top-of-mind with your audience. They’re more likely to remember your brand and what you have to offer if they see your messaging consistently across multiple channels. This can help to build trust and familiarity with your brand, making it more likely that they’ll choose your product or service over your competitors’.
Start by making the frequency in these marketing channels consistent:
- Social media channels
- Send out regular email newsletters
- Update your website with new content
Consistent updates across your marketing channels can help to reinforce your brand’s messaging and values. When your audience sees the same messaging over and over again, it becomes more ingrained in their minds. This can help to establish a strong brand identity and differentiate your brand from others in the marketplace.
Summing it up
Consistency should be top of mind for anyone developing a successful brand and marketing plan. Consistency is key when it comes to marketing. Take the time to develop a marketing plan that includes these key elements, and you’ll see the benefits in no time.