The Truth About Marketing

5

It’s all about Consistency and Sustainability

Working on marketing and brand consistency for your company might not just be limited to setting certain standards. In order to keep your marketing efforts consistent, you need to brand yourself uniformly to all existing and potential clients and customers.

What is marketing consistency?

The simple placement of the company logo on various marketing materials and use of the correct pantone colour will not imply marketing consistency. Of course, these minor exercises are helpful; however marketing consistency is not restricted to colours and logos. As a business, your job is to ensure that the main or primary marketing messages are aligned and attuned to your core business.

What happens when your target audience hears one single message (about your business) time and again, and in the same manner every time? They will be in a much better position to talk about it and spread the word, exactly in the manner that you would like. ‘Tell them and they will tell two other friends’ becomes the most impactful marketing tool in such a situation.

Marketing experts suggest that all companies must audit their marketing or communication pieces (brochures, pamphlets, e-mailers, text messages, advertisements, online ads, blog posts) along with all customer touch-points like fax sheets, invoices, email signatures etc. This helps promote consistency in brand marketing and messaging.

When you use consistency in your marketing efforts, your business gets awarded with recognition, sustainability and credibility. When you become a recognised and sustainable brand, you are able to move on to a new level, i.e. loyalty and trust among your customers.

In order to reach this level, your marketing and branding efforts will need the look, tone, terminology and feel for being consistent. And this needs implementation with respect to all marketing pieces, such as websites, business cards, envelopes, letterhead, banners, signage, invoices and other things which are associated with your brand.

Five basic rules to achieve consistency in marketing

Below are five basic rules that you can follow in order to achieve consistency in your marketing efforts:

  • Keep repeating your core business message
  • Use standardised design styles and colours for recall
  • Utilize imagery illustrations and characteristics
  • Make use of uniform typography
  • Understand your audience

How do you know if your marketing efforts are working on the principles of consistency?

Well, there is an easy way to figure it out. You can do a survey facebook followers, or ask for comments on your blog

Ask them these questions:

  • What does the organisation stand for?
  • What does the organisation mean to them?

Compare these answers and see if they are consistent. Have they used similar  words to describe the brand and the business?

This is a simple poll which can give you a good indication about the level of marketing and communication consistency being implemented.

Keep going with consistency and in the long run you will see it pay dividends for your business!


Belinda Bow

I am Belinda Bow

I love all things marketing and I thrive on seeing a business become re-energised and flourish. I am excited about life and I adore my family.

Within these articles, you’ll find some helpful tips and some real guidance to help you make the most of your business, and gain a good understanding of all things marketing.

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