Why Consistency in Advertising is Important
We’ve all seen the huge companies — Apple, Starbucks, Coca-Cola. Their budgets are big; their pockets are full; and their marketing is on-point. Some people are just so lucky, right? WRONG. It’s not luck that makes these companies successful — it’s consistency in advertising. There’s a formula that contributes to their success, and you too can share in this success by implementing a few simple marketing tactics.
No matter what your budget may be, you can’t afford to ignore these practices. Refraining from executing these will hinder the growth, and possibly survival, of your business.
We’re here to unpack a few practices that revolve around the idea of consistency, so that you can understand their importance and put them into play within your own business. Consistency is a big word, and rightfully so. This one word has a huge impact when we look at how it relates to branding, marketing, and advertising within your business.
Consistency in Advertising: Brand Image
These big brands are constantly, yet consistently, advertising. You may not have the budget to advertise CONSTANTLY, but anything that you are already doing can be done CONSISTENTLY across your brand. This is the first practice that you need to put into place. Each and every single little, big, tiny, huge, minor, or major piece that will be seen by your current or potential clients needs to be consistent to your brand personality, brand identity, and brand guidelines. (If you don’t know what those words mean to your company, shoot us an email at firstname.lastname@example.org and we’ll be happy to get together to explain!)
“The difference between a good brand and a great brand is consistency.” Ready to be great?
It’s not OK for you to let your office manager, who has built a blog on Blogger or designed an invitation for their kid’s birthday, build your website. Similarly, it’s not OK to task your accounting manager, who has opened Photoshop in the past only as a hobby, to be responsible for creating an email blast or advertising flyer.
If you want to appear professional, you need to engage with a professional branding and marketing firm, such as Nice Branding Agency, to handle your imaging and marketing needs.
Big things like logos and websites are no-brainers, but you should also consider the day-to-day items that will put your business in a more professional light, including flyers, eblasts, email signatures, business cards, and printed materials. We recently completed a simple flyer for our client, Conner Exteriors & More. We broke down this company’s service offerings and rebuilt them into a single-page piece that can be quickly and easily dispersed via a single email attachment. Now, anytime someone calls or emails the company fishing for more information, each and every staff member can quickly respond with a professional, informative piece that outlines the full service offerings for Conner Exteriors & More.
Often times, it’s much more affordable than you would think, and the payoff down the road, considering the new clients you will attract, is priceless. You can’t afford to put an image out to the public that is anything less than perfect. These days, consumers are more diligent than ever. They look at every single detail. If you don’t have a website, or much less a Facebook page, you might as well hang up the “Closed” sign now. If you want your business to appear as a leader in your industry, it’s time to get your act together from a visual perspective. No more homegrown, thrown-together, sloppiness allowed. You don’t see that from Apple. You don’t see that from Starbucks. And it’s time to stop seeing it from you, the leader in your industry.
Consistency in Advertising: Frequency
Another piece of the consistency puzzle that is seen from these BIG, successful companies, is consistency in contact. These companies are on every channel, on every advertising outlet, over and over, driving home the value of their products and services. Yeah, yeah, we get it; not everyone has the budget of Apple. However, you need to focus on being consistent when and where you do come in contact with your current or potential customers. If you’re posting on Facebook once a week, keep posting on Facebook once a week. If you’re sending email marketing on a monthly basis, keep sending email blasts on a monthly basis. If you’re blogging, which you better be, create a content calendar and stick to it! Make sure there’s a bigger plan, and make sure it’s consistent in both image and timing, no matter how busy you get running your business.
This is where a professional branding AND marketing firm can provide significant value. At Nice Branding Agency, we are not only able to define a marketing plan with budgets and timelines to help you reach your goals, but we can execute it and keep it rolling without significant input from you on a daily or weekly basis. Additionally, the visual perspective … well, that’s in the bag. Our graphic designers are creative perfectionists that you don’t want working on your competitors’ behalf. Our ultimate goal is to define your marketing goals and then work to meet them, all while freeing up your time to allow you to do what you’re great at — that skill that prompted you to open your doors for business in the first place.
If you’re ready to take your business to the next level, remember that while operations are big, these little consistency points are HUGE. Reach out to us. We’re ready to help in various capacities based on your goals and your budget. Contact us today at 863-688-3434.