Skip links
The Importance of Implementing Your Strategic Message Consistently The Importance of Implementing Your Strategic Message Consistently The Importance of Implementing Your Strategic Message Consistently Paradigm Marketing and Design
The Importance of Implementing Your Strategic Message Consistently

Marketing Tips, Insights, and Trends

The Importance of Implementing Your Strategic Message Consistently

Author: Carolyn Menz Category: B2B, Branding, Marketing, Strategic Business Growth Date: March 2, 2018

The Importance of Implementing Your Strategic Message Consistently

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.

Have questions? Contact us

  • This field is for validation purposes and should be left unchanged.

You may also like

Coronavirus Global Message from Paradigm Marketing and Design
Author: Rachel Durkan
Date: March 18, 2020
Coronavirus Global Message We are in an unprecedented time here in NJ, across the country and around the world. Our first priorities are our families and helping those around us weather the coming days and weeks, because no one can predict the impact COVID-19 will have on our families, communities, the economy or our businesses. Many companies are [...]... CONTINUE READING
Notebook showing annual marketing plan
Author: Carolyn Menz
Date: January 13, 2020
Tailoring Your Annual Marketing Plan for the New Year The start of each new year is the perfect time to review your existing marketing strategy and lay out a new annual marketing plan for the year ahead. While there’s no need (usually) to reinvent the wheel year after year, a yearly reassessment of your marketing strategy allows you to identify any subtle shifts, including [...]... CONTINUE READING
Return to top of page
Paradigm Marketing and Design Over the past 7 years, Paradigm Marketing and Design has evolved into a complete turnkey agency, but this award winning shop is still small enough to give clients the individual attention and hands-on, detail oriented services they need to be confident in their marketing effort and competitive in their industries.
330 Changebridge Rd. Suite #101 Pine Brook, NJ 07058, USA
Rachel Phone: 973-250-4995