The Importance of Implementing Your Strategic Message Consistently

Author: Carolyn Menz Category: Branding, B2B, B2C, Marketing Date: March 2, 2018

So you’ve got a logo, maybe a clever slogan, and a core message already in place. You’ve defined your brand, and your audience understands exactly what they should be able to expect from you. Now it’s time to keep your promise and deliver on it.

The key to building a successful brand is to differentiate yourself from the pack and then deliver your brand promise consistently. That means producing the same quality product and/or same distinct service every time. With so much competition in just about every industry, you certainly don’t want to give your audience a reason to go elsewhere.

Plus, to build a truly loyal following takes time and repetition. It typically requires seven to 11 touches to convert a potential audience member into a paying customer in the first place. By repeating your message and proving your value with every touch, you start to invoke a sense of trust in your audience, and that leads to the foundation of brand loyalty.

Consistency is key because:

• Customers want to buy from brands they know and trust.
• It helps you clearly define and manage a positive public perception.
• It clearly conveys your unique outlook and attitude.
• It eliminates any potential for brand confusion.
• It protects your investment by helping you achieve a greater return.
• It builds seamlessly upon previous successes by not having to reinvent the wheel.

On the other hand, lack of consistency can be downright detrimental to the success of your brand and your business. By promoting an idea one day and then failing to deliver on it the next, your audience starts to question the integrity of your brand – and rightfully so.

That’s not to say, however, that your message can’t change over time. It certainly can, and it’s perfectly healthy for your brand to continue to evolve along within your industry. So, what’s the best way to go about making that change? You guessed it – with a consistent messaging strategy. By starting with an established message and then gradually tweaking it to reflect your refreshed ideals, you give your key stakeholders the opportunity to grow and change with you – without losing sight of the message that earned their trust originally.

For the greatest chance of success, whether you’re creating your brand from scratch or simply redefining your mission, you want to start from the inside and then work your way out. In other words, each member of your business should have complete comprehension of your messaging strategy first, and then they can begin to promote it at every turn. In fact, the surest way to gauge the integrity of your brand is to ask individual members of your team to describe your company and the products and/or services you deliver, and then compare their answers. If everyone’s on the same page, you know your message is being absorbed and properly transmitted. If there’s any confusion, you’ve got some work to do.

Our recommendation is to develop an integrated marketing plan that leverages your message across multiple channels, including your website, traditional and social media, print and web-based marketing and sales. Every piece of marketing material you produce, and every elevator sales pitch you give, should be aligned with your core message.

If you need help streamlining your brand messaging strategy, contact Paradigm Marketing and Design today for a consultation.