Consistency is vital to the success of marketing, and there are few better examples than the world’s number one soft drink brand. So what is it about a consistent approach to marketing that delivers so much value for your business?
Whatever size your business is, your brand is one of your most important assets because it is the personification of your business. It gives your organisation a look, a feel and a tone of voice that, in turn, create an impression in the mind of your target market. By using the same design and imagery wherever a customer is likely to come across your business, you ensure that they recognise your company every time they see you.
By seeing the same look over and over again, the visual elements of your marketing become ingrained in the minds of consumers, and they are more likely to remember your brand and recognise it when they come across it on different channels.
This recognition through the use of consistent marketing helps to make you more visible to your customers and can help to create customer loyalty. It also helps to build credibility and a trustworthy reputation. If customers have the same experience every time they come in contact with your brand, they are more likely to trust your business and invest in it.
Maintaining a uniform visual aesthetic is not the only important aspect of marketing consistency, voice and tone are just as valuable in creating trust and generating sales.
“Many factors contribute to a brand’s success, but perhaps one of the most valuable is content consistency. From social media and blogging to responding to customer reviews and replying to emails, your content needs to maintain a consistent voice, tone and style.” Forbes
To continue with the example we used at the start of this article, you never open a bottle of Coca-Cola and wonder what it will taste like this time – brand consistency ensures that it is always the same, no matter what country you are in.
Or if you were told that a restaurant had ‘wholesome values’ and then were snapped at by a waitress wearing something more appropriate for a nightclub than a family restaurant, the entire illusion of the brand would crumble for you. If instead someone dressed appropriately, approached you with politeness and courtesy, your confidence in the brand would grow. Marketing consistency has to continue through every aspect of a business to be effective.
It takes effort, but it’s worth it.
All aspects of your marketing will start working together so that your business becomes visible and recognisable, driving customers to respond positively to your brand.
Learn more about How LimeGreen Marketing can help you to be clear and consistent in your marketing here and if you’re interested in talking to our team contact us here or give us a call on 01600 891525.