To be consistent, you must plan each step and path you want your story to take. Through consistency, you can better communicate with your audience and influence them to make a purchase or other actions. Consistency is about ensuring your goals and objectives are delivered or expressed correctly across all platforms or types of content.
Consistency is important for your brand because it establishes:
- Credibility
- Trustworthiness
- Recognition
- A positive reputation
- Sustainability
- Memorability
Each of these characteristics is required for a story that is inspirational and motivational to your target audience and gets them to take action in some way on a long-term basis. A trustworthy, memorable, and honest brand encourages people to take action and want to be involved in your company, community, or services and products.
Here are a few tips to help keep your brand’s story more consistent to communicate your company objectives better:
Set Brand Guidelines
Identify your tone of voice, the colors, and the images you need to use across all platforms. Keep your fonts, colors, and textures the same throughout your presentations, social media pages, or other content on each platform you use. This way, your audience can easily identify and recognize you without too much thought, no matter what device or platform they are on. You want to make your brand memorable and recognizable, so they keep coming back without a second thought. Remember, most of your profits are due to loyal customers, which is a great way to build your business.
Organize Your Goals and Materials
Utilize tools such as social media marketing calendars to keep you organized. If you have all your materials and ideas in one place, easy to see and scannable, you are more likely to keep them consistent.
Consistency Does Not Mean You Don’t Change
In fact, all successful companies change or evolve somehow, which is why they continue to survive. As long as you adjust to improve your business and benefit your customers, you can be consistent while still growing.
Allow for Feedback and Open Communication
Keep up with your customers and take notice of what they are saying about your business or products. Actively improve your products and commit to bettering the lives of your customers.
Lack of consistency can be confusing to your audience and ruins your respect and credibility as a brand. What’s more, it can make you lose track of your overall goals and objectives as you continue to attract the wrong audience.
Remember, to run a successful business, you can’t just have any audience. You need a target audience, an audience dedicated to your products, and willing to take action in the form of a purchase or some long-term benefit.
