Consistency as your secret brand building weapon!
Consistency, said my professor of marketing in his opening lecture, is one of the most important attributes of any brand building effort.
Whether its stories you write, conversation with people, your dressing — every element of you presented to someone else is a moment of brand building. If it is not relevant, it is ignored. If it’s not consistent, it is forgotten.
As we look at the largest brands in the world, the most successful salesmen: they all profess the ability to connect with content and reinforce that with consistency.
The power of consistency that you should keep in mind:
- It allows the brand to establish itself without big investments: One way to look at it is say time effort of creating content. A 1000 word article may be quite impossible to write in one go. And you would end up outsourcing this to an agency. Instead, the consistency approach would suggest spending 15–20 minutes a day to write small pieces of this article. Over a 7day effort, you may have something you like. Can you see this happening in other parts of your business where small steps, taken daily would be as effective as outsourcing it.
- It allows consumers to build trust: Regular contact with consumers through small snippets, allows you to have something relevant to communicate with good frequency with your consumers. High intensity bursts like advertising on the IPL is effective (download CRED baby??) but very expensive. Small, engaging call outs on your brand’s social media page could be just as effective.
- You traverse a very personal journey with your brand: Regular messaging will necessarily ensure regular feedback on your messages form your customer. This builds intimacy with your customer. A valuable asset to your brand building exercise. This is also a result of your ability to create these small snippets yourself as opposed to searching for large bodies of work that would be outsourced to specialists. That reduces the connect between the content producer and consumer. Not ideal especially in the early stages of brand building.
Consistency is an important element of the Trust building process and as we wrote about its value, we thought o sharing a few more notes around the same.
Rome wasn’t built in a day, nor will your brand. But do begin today.
www.grocurv.com
https://medium.com/the-mission/the-profound-power-of-consistency-3f1a361bb8fd
https://medium.com/better-marketing/neil-patel-can-teach-you-the-power-of-consistency-9932612e668d
