If you do a quick search on the power of consistency, you’ll find articles about business, habit building, recruitment, personal success, and customer services – just to name a few. I’m going to add marketing and branding to the list.
Clarity paired with consistency are two important elements of building a brand. Clarity of who you are as a business and a brand contribute to clarity in marketing and messaging.
But clarity of branding and marketing will not mean a thing without consistency.
Consistency makes a difference
In a 2021 Inc article, business strategist Eric Holtzclaw suggests consistency can mean the difference between success and failure. The benefits he notes are in:
While the examples he shared in the article are focused on leadership each of these does apply to marketing and branding.
The power of consistency in branding
Once your brand is clearly defined – meaning your product/service, motivation, mission, vision, values, voice, visual identity, promise, and experience, consistently presenting the brand to a clearly understood audience is essential to your ongoing success. One inconsistent experience or message can become bad word of mouth or a negative review quickly.
Consistency must become a habit
We’ve all be told that an action consistently repeated becomes a habit. As a business, you want your brand, what it stands for, and the experience associated with it to become a habit for your team. Being true to what the brand stands for through marketing, messaging, and delivering an experience with a successful outcome for your client builds a positive reputation.
Clarity + Consistency = Confidence
In episode 113 of The Pursuit of Purpose, I’ll share my thoughts on how confidence is built when clarity and consistency exist. And the positive outcome that comes with it.
Resources in this episode
- Power of Consistency: 5 rules, Eric Holtzclaw, Inc.
- Clarity is critical for success. Episode 111
- Clear is kind Episode 84
- The Pursuit of Purpose archive
If you found yourself shaking your head and saying, “I really need to focus on my brand strategy” or have been disappointed by the results of a video, brochure, or social media campaign, let’s talk strategy. Schedule a discovery call with me today. Together we’ll find the clarity, consistency, and confidence necessary for your brand to grow and thrive.
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