Consistency is a critical part of your organization's ability to build a strong, credible reputation in your community and among those groups of people who have the most impact on your success. Consistency breeds credibility, which breeds success!
There are several areas in which consistency is the key element, including:
Consistent Message. It's difficult to build a strong identity in the marketplace if you do not consistently communicate a clear, coherent message. Decide what your organization's message is going to be -- that is, how you want to be perceived by your target groups. Once you decide on a central message, stick with it. If you constantly communicate a consistent message, in time it will become familiar to your target audiences. Communicating a consistent message over time greatly increases the chance that it will resonate among your target audiences and that you will achieve your communication goals.
Consistency in Design. Most of us instantly recognize the Pepsi logo, the Chevrolet logo, or the Nike "swoosh". These logos are almost universally recognizable because they consistently appear in nearly all of their respective companies' advertising and collateral. Maintaining a consistent visual design will increase your organization's recognition among your target audiences. If your graphics and design are done well and properly utilized, in time people will become familiar with your logo and the general visual appearance of your organization's marketing and advertising materials. That's why it is critical that all of your organization's collateral -- from your web site to your stationery to your brochures to your business cards and print ads -- follow a consistent graphic theme.
Consistency of Media. Once you choose the media through which you will communicate your message, stick with it. Don't be a "here today, gone tomorrow" advertiser -- give your plan time to work. Once you commit to a specific media that reaches your target market, maintain consistent visibility in that media. If you plan to advertise in a specific publication, do it consistently. If you plan to send out an email or print newsletter, do it consistently. If networking is a key part of your marketing strategy, consistently network within the same groups. Again, this consistency will help your target groups become more familiar and comfortable with your organization.
Consistency is one of the fundamental keys to the success of your marketing program. The more familiar people are with your organization, the more credibility you have. The more credibility you have, the more likely they are to do business with you. If you have a clear message, consistently communicate that message through the appropriate media, and maintain a consistent visual design your target groups will become increasingly familiar with your organization. This will, in turn, enhance your long-term profitability.
If you have any questions we, at MPiRe, will be delighted to help you.
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