Marketing is a process
We often talk about the fact that marketing is a process that needs to be viewed in the context of long term visions & goals. This means that to be effective, your approach to marketing needs to be consistent over the long term. That is:
- Your Message must be consistent
- The Style & look must be consistent
- Timing must be consistent (Ie keep it going)
Consistency of your message
One should never underestimate how long it takes for a message to get through. You are likely to be so immersed in your marketing that you live and breath your message. In this scenatio, its easy to assume that everyone else does too, but the fact is that most of your audience are likely to be less than focused on what you are trying to tell them, and as such will not immediately understand and absorb what you are trying to say to them. Some of the great advertising messages of “Breakfast of Champions”,”Melts in your mouth, not in your hands.” were used for decades (Say it again: Messages are more effective when repeated). So repetition is key, and when repeating your message, it needs to be consistent over time.
Same Message – Different words
But consistent does not mean the same. Its your core message that needs to be the same, not your copy. To achieve this, its important to clearly understand the value you add to your marketplace. By having a clear understanding of this, you can be sure that you consistently communicate this message whilst varying the words you use and the way you say it. The message will be consistent, but hopefully the delivery will not become tedious. You also need to be sure that your message is consistent across the various platforms/media that you use – But that is a whole other post.
Consistency of your style/look
Whilst a brand is much more than simply the logo/design/look you present, there is no doubt that these elements are key in the process of communicating your brand, and as such need to be consistent.
Consistant across platforms
When someone sees your message on different platforms & in different media it needs to be identifiable as coming form the same company. Whilst different platforms will require a slightly different approach to branding, the overall look needs to match.
CONSISTENT across time
Whilst design styles will evolve, and a design done 10 years ago will look very dated today, it’s important that you allow your look to evolve, rather than changing radically overnight. 
The Shell logo is a great example. Whilst the logo today looks totally different from that when the company started, it has got there by evolving though a series of much smaller changes. So by regularly making small teaks to your branding design, you can ensure it stays looking current without ever having to make the type of radical change that can cause issues.
Consistent of your timing
The final aspect when looking at consistency is timing. Again, there are 2 aspects to this:
Keeping things regular
When you are publishing content, keep it regular. Fir example:
- We send the Marketing Matters email at 2pm on a Friday, and whilst we have no hard evidence that this is significant, anecdotally we do know that people expect it in their inbox every week.The second benefit is that by committing to this deadline, it creates the discipline to keep it going.
- We publish BSA Marketing’s Mid Morning Matters (Yes this is our homage to Alan Partridge – The apprentice who stared it a couple of years ago was a big fan) at 11am every day. Again the commitment to this deadline gives the incentive to keep it going, and as with Marketing Matters, we know people come to expect our tweet each morning.
Keeping things going
Of all the aspects of keeping it consistent, this is the biggie. To be consistent, you need to view marketing as a long term process, and to keep it going. Our first post on the BSA Marketing blog was 6th October 2008. Since then, we have published over 600 posts, which have been viewed over 100,000 times. Our blog now is at the heart of our marketing activities. Either directly or indirectly, it is instrumental in much of our new business acquisition, Do we get a hot leads every week as a result of this activity? No we don’t.
But is it instrumental in securing new clients and building relationships with the ones we are already supporting? YES IT IS
And long may it continue
If this has got you thinking about consistent marketing. you may fine two of our other recent posts of interest:
The essence of consistent marketing
Is your marketing consistent? Answer 5 questions & find out!
