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Consistency. The Big C of Marketing.

In a hectic market, it is harder than ever to get your messages heard and resonate with your target audience.


And in an environment where budgets are becoming more scrutinised, you will be under pressure to deliver greater results with fewer resources.


One way of solving both of these challenges is to have greater brand consistency.




Why Is Brand Consistency Important?


With greater consistency, your messages get noticed more and sink in more.


It builds your brand identity.


It avoids confusion about what it is you do and helps you stand out in a noisy market.


Consistency builds trust. It builds brand salience. It delivers stronger results.


With greater consistency, you are maximising memory structures and increasing the chances of your brand being considered and selected over others.


Brand consistency is a crucial element in the recipe for successful marketing. It increases brand engagement and will drive stronger results.


Consistency is the BIG C of marketing.



How Do You Get More Consistent?


Well, it requires a lot of discipline to ensure there is real cohesion across your messaging, visual elements and tone.


In short, everything you do should look and sound the same across all channels.


If you remove your logo, everyone will still know who you are; that is your holy grail. But it also goes beyond that in delivering a consistent experience across all touchpoints.



Your Elements of Brand Consistency


1. Messaging


Say it, say it again and keep saying it. Find a way to deliver a clear and consistent message to your audience. Politicians have mastered this for a long time now. Determine that one big brand message and keep repeating it.


2. Messaging Tone


With the market having changed so much, it is worth exploring if your tone of voice is still relevant for today’s market. And that it is human and helpful.


If it is, make sure there is consistency across all uses; this is harder when there are lots of people creating content. And keep an eye on social media, as that is one area where inconsistency creeps in.


Don’t forget to make sure your tone of voice is human – use the language of your audience. 


3. Visual Identity


Naturally be consistent with the use of your logo, colour palette, fonts and imagery. And make sure your imagery connects together and connects with your audience.

For imagery, less can really be more.


 

What Should You Do Next?


Do a self-assessment. Examine your website, your emails, your social media pages, your adverts, your exhibition materials and so on. How consistent are they?


Ask yourself if you are delivering messages that will add no real value to your audience and won’t enhance your brand. If so, cut these out.


Find the way to be more consistent.


It will save you time and make your marketing more effective with the Big C of Marketing.





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