Whether you’re marketing yourself, product, or service, consistency counts. The reason is simple. A consistent message is more memorable. When you are consistent, you are communicating the exact message you want over and over again, for maximum impact.
We seem to know this intuitively when it comes to visual communications. We see the same Nike logo on applications from print, to TV, t-shirts, and Serena Williams’ tennis wear so we know that’s the goal for our brand as well. Even in the smallest enterprise, someone watches over the company’s logo to make sure it’s consistent each time it’s used.
But the words we use to talk and write about our brand need to be consistent as well. This is harder to control, but equally important. Craft the message about your brand and institutionalize it. Get everyone in your company using the same words to describe what you do. This holds true for the elevator pitch you make to a contact, the company descriptions you post on the web, or the way you talk about your service offering in an email.
With today’s Web-based marketing tools, keeping your e-communications consistent is critical. Search engines reward consistent messaging. Agree on the main words and phrases you’ll use to communicate about your company, and find lots of places to use those on your site. Find ways to emphasize these same words on social media sites. When prospective clients search the web, they’ll find a company with a clear, memorable message.
Being consistent is smart marketing.
