In the last ten years, the marketing industry has evolved rapidly. Companies are pushing the boundaries of their campaigns further than ever. But whether you opt for a tongue-in-cheek approach or a subtle message, the trick to a successful marketing campaign lies in consistency. Alongside digital printing experts Precision Printing, we explore the best ways to attain consistency in marketing.
Creating something unique to your business
A successful marketing campaign, used consistently, can become an entity of its own. Brands should always be focusing on what sets them apart from the rest, and these features should be emphasised in every campaign. In doing so, you’ll create a presence which is synonymous to your brand, so your customers build recognition which you can trigger through the simplest of actions — from seeing a simple logo to watching an advert.
There are many brands which have succeeded in this. Consider those famous golden arches of McDonalds. By choosing to be consistent with the physical presence of your brand, over time you’ll become more recognisable.
Creating a dependable brand
It isn’t an overnight process to achieve iconic status; you need to maintain a consistent level of brand building. Consistent marketing helps to make products and brands seem dependable, as the customer has a criteria of qualities that they immediately associate with a product, meaning they are more likely to return to it. In order to become dependable, your brand needs to avoid mixed signals — for example, you couldn’t really have a social media presence as playful as that of Burger King, then present a sterile, plain product. By keeping your band guidelines central to your marketing, you’ll develop consistency by keeping your brand aligned to its core values, making you overall more dependable and trustworthy.
Holiday rental business Airbnb do this very well. They make regular use of user-generated content to convey their dependability as a brand, by demonstrating to customers how their products fit the criteria which they have outlined. By consistently doing so, the brand seems more human and relatable, showing the reality of the service and placing value in the customers who use it.
Retaining a sense of uniqueness
Keep customers engaged with a strong ‘character’ design for your brand. Consistency can affect this though, and if you aren’t careful with the persona you’ve created then your brand message risks getting convoluted. The beauty and skin care company Glossier have designed a unique, quirky style for their marketing, and it never wavers. From social media posts to their email marketing campaigns, Glossier have mastered a friendly tone of voice which resonates with their loyal following of beauty addicts. The brands ‘Millennial Pink’ hue alone is a force to be reckoned with, and a study by DesignAdvisor found that 80 per cent of brand recognition often comes from colour palette alone. This level of consistency has secured founder Emily Weiss and her brand a value of $1.2 billion, only five years after setting up shop.
Marketing and advertising is a competitive world, so you need to maintain consistency in order for your brand to stand out from the crowd.