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Consistency: The secret weapon of branding

by

Mar 2, 2020

They’re in your pantry, on the highway, in church, at the ballgame and at grandma’s house. They’re brand impressions and we see thousands every day. In such a crowded whirlwind of chaos, how does your brand gain recognition? The secret is not to be the loudest, most colorful or funniest—the secret is to simply be consistent.

Not only are we bombarded with digital, radio, print and product messages, but we see different ones every day. We need signs of something familiar, a calm oasis of recognition. A consistent brand and message—presented over and over and over and over—provides those cues.

When customers know your brand, they form expectations and trust that you’ll meet them. Going to market without it is like showing up for a date in a disguise.

Gather a sample of your marketing. Could you pick that face out from the crowd?