Let’s talk dirty.

It’s not the sexiest of topics, but it is probably one of the most important words in the dictionary when it comes to marketing.

Consistency.

You will immediately know if a brand is consistent because they will look the same and feel the same everytime you come into contact with them. They will ooze the same personality traits, the same design cues, the same core message.

I use the word "core" alongside message as depending where the piece fits within the customer journey this will have a slightly different primary angle- top of the funnel comms will be focused at driving awareness and bottom of the funnel comms, which is more about nudging people to convert into a sale will be more functional and benefit led. But irrespective of where it sits, you are still really clear of the one thing, what does this brand stand for.

I hate using big brands as examples, but, they know the importance of it, so they do throw a sh*t tonne of money at it.

Innocent: Social media, OOH, impact report.

Everything and every time you see anything created by Innocent it feels like it comes from Innocent. There is the same cheeky, irreverent humour, there is the same feeling that they don’t take life too seriously.

Consistency helps build credibility, reputation and brand trust. It helps cement what you mean and the value that you bring to the consumers life, which means that when it is time to buy, you will be top of mind.

Consistency has also been proven to have an impact on your bottom line, Consistency can also impact your bottom line. According to a study done by Techipedia they found that consistent brands are worth 20% more than those with inconsistencies in their messaging. This is pretty significant, so important that you nail.

But consistency, doesn’t mean that you should shove the same piece of content in every channel and hope for the best.

It needs to be optimised for the environment that it is in based on what is best practice for the channel, for example, TikTok is very different to YouTube, which is very different from an OOH ad. Refer back to Innocent above, feel the same, but subtly very different.

Consistency all starts with a single minded brand strategy. Something that sits across everything that you do. If you need any help developing yours email me at carly@sprowt.ukas I would love to chat.