Think about the brands you love and trust the most. Now ask yourself, is it because of one really great ad, or because they kept showing up, reinforcing their message over and over again? Consistency in marketing may sound boring, it doesn't have the same excitement as a rebrand or campaign, but it might be the single most important thing you can be doing for your brand.
As I mentioned in my last article, all of your marketing should be working in tandem, and when you add consistency to this alignment, you start gaining recognition and building trust with your audience. This reinforces your message so you can create points that stick.
When building collateral and sharing content, you want to keep consistent with:
- visuals (colors, fonts, logo usage)
- voice and tone
- messaging (your core value proposition shouldn't change week to week)
- frequency and cadence
This helps you build and strengthen an active, engaged presence with your audience.
What you don’t want to do is frequently change directions with your branding, share different or contradicting messaging on platforms, binge post and ghost, or continually chase trends instead of focusing on your core identity. This causes confusion with your audience and limits your chances at building trust and engagement.
Here are some simple ways to stay consistent.
Consistency isn't daunting when you are aligned with your marketing plan. Have fun, be creative, and deliver true-to-brand content that keeps people coming back. The longer you show up consistently, the more powerful your marketing becomes. And with the need to stand out in an abundance of marketing, repeated and recognizable messaging isn't just nice to have, it's how you break through the noise.