Marketing consistency and continuity are two principles that businesses and brands (large or small, startup or established, for-profit or nonprofit) undervalue. Many assume that a single campaign, project, or initiative operates in a vacuum. That’s missing the big picture, walking a hapless path of the journey. Marketing is a process, guided by a plan, budget, and strategy dependent on consistency and continuity. These are two principles that go hand in hand. In this edition of MarCom Round-up, we’ve curated a few references to stress their importance, especially for small businesses.
The Law of Consistency
A brand is not built overnight. Success is measured in decades, not years.
A brand cannot get into the mind unless it stands for something. But once a brand occupies a position in the mind, the manufacturer often thinks of reasons to change. Markets may change, but brands shouldn’t. Ever. They may be bent slightly or given a new slant, but their essential characteristics (once those characteristics are firmly planted in the mind) should never be changed.
If the market swings another way, you have a choice. Follow the fad and destroy the brand. Or hang in there and hope the merry-go-round comes your way again. In our experience, hanging in there is your best approach.
Source: The 22 Immutable Laws of Branding by Al Ries and Laura Ries, available on Amazon.
Consistency Is King, Queen and All the Aces in the Game of Branding
Attend our free webinar July 12 and discover SEO, social media and content tactics to boost your brand’s online visibility. Register Now ” I’ve been in marketing my entire career, and I have to say that I still find it incredibly challenging. It’s a big job if you do it right, and it constantly changes.
Lack of Marketing Consistency is a Vulnerability to Your Startup – KDMedia
A lack of marketing consistency is a huge vulnerability to your business. As a startup, you must focus on your big picture marketing plan and ensure it drives day to day marketing activities to drive a consistent message across every channel you are using.
The Importance Of Continuity From Marketing To Customer Service
Clients don’t see businesses as departments. They see the cohesive front that a business may call its “face.” When businesses earn a sale, the only expectation a customer has is that their needs with respect to the product will be met. Unfortunately, many business departments operate in silos, away from each other, and without cohesion.
Continuity and Consistency in Marketing and Advertising…
What does this mean, to have continuity and be consistent with your company’s marketing materials and advertising plan? Continuity is defined in the Collins English Dictionary as a logical sequence, cohesion or connection. This is one of the most important concepts in marketing and often gets ignored because of the time and commitment required to…
Marketing Continuity Be Consistent
Although it may not seem like the most groundbreaking concept in identity-driven marketing-and, in fact, could be perceived as fairly obvious-the importance and value of consistency in customer experiences and brand communications can’t be overstated. Consistency directly impacts customer satisfaction and can mean the difference between a customer becoming a loyal advocate or abandoning your product or service altogether.
The following video is a bit stodgy, but makes the case for consistency and continuity.
What roles do consistency and continuity play in your marketing strategy? Feel free to share your experience in the comments section of this post.
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