It would be easy to disregard this word as more marketing mumbo-jumbo, but the fact remains that when we say it, we mean it.
You might wonder exactly what we mean by “consistency” as it relates to marketing. Here’s a bit of insight: consistency means ensuring every part of a marketing campaign works together to send the same message to your audience about your product or service.
Example: You operate a yogurt shop. Your business is all about incorporating the idea of fun into everything that it does. That’s your shtick. That being said, your brand and marketing message should reflect your company’s character in order to create brand consistency. This includes: your logo and brand design, press releases about your business, events that are planned to promote your business and so on.
I should also mention another part of consistency that is often dismissed: a consistent overall strategy.
Example: If a company begins a public relations campaign because it wants to connect with its customers through media and community partnerships, then it must give the strategy enough time to be effective through its use of consistent messages and tactics. One press release about a newly hired employee probably won’t get you on the front page of the paper or on television, but a strategy that includes well-timed ongoing press releases will help to position your company as “the expert in your industry” in the eyes of your publics (including media), thereby bringing your organization results.
At Imagine Marketing, we have never been much for throwing tactics at a wall and watching to see what sticks (although I hear that particular “watch to see what sticks” strategy works well when cooking spaghetti). Instead, experience has shown us that if you have a little faith in the process and you are using the right channels, results will follow.
Of course there are times for changing strategies, but if you’re always changing the strategy, you’ll never know what’s working. And that is why consistency is key.
Megan Lane is an account executive with Imagine Marketing.
Contact Megan at firstname.lastname@example.org