Resistant to Consistent? Repetition and Familiarity Strengthen Your Message and Marketing
Integrated marketing will without a doubt multiply your marketing efforts without multiplying your budget. However, just making a single connection between marketing elements is not really enough. The best way to lay the groundwork for integrated marketing communications is by building your brand consistency.
This simply means that your message is clear and repeated often. Your message can be repeated in several ways: visually, audibly and textually.
Visually, your logo should be consistent. It should appear everywhere your name appears. Find a design you like and stick with it. You want your logo to become synonymous with your company. It should become familiar to your key demographics, and nothing stimulates familiarity like repetition.
Your message should be the same whether on the radio, television, web or in print. Boil down your company’s mission statement to a sentence or slogan, then make sure you repeat that slogan in all your advertising. Even when listening to a radio commercial, your jingle/slogan/mission should be familiar to your potential customers.
Your message and brand should be supported textually in your print campaigns as well. Support your statements with evidence and in-depth detail. Stick to your message and use content that adheres to your mission.
The more familiar consumers with who you are, the more powerful your message becomes. How often have you found yourself singing or humming a company’s jingle? That sort of familiarity doesn’t happen without repetition, and repetition goes hand in hand with consistency.