Consistency Is Key

January 30, 2015 — 4 Comments

Sometimes you get that aching pain in your stomach that’s telling you today is the day where things just aren’t happening. It’s a pain that’s sometimes hard to get rid of, but that doesn’t make it impossible to leave behind.

consistency-unorthodox-marketing

Do you want the good news or the bad news first?

Okay, let’s go with the bad news. The bad news is that today will be the last time (at least for a while) that I’ll be writing a blog post from my home office. That’s because from Monday onwards I’ve taken up the challenge to work for one of the most exciting creative agencies in Cardiff, UK.

The good news, however, is that I’m not abandoning this blog to turn into something that would resemble overgrown New York from the movie ‘I am Legend.’ My writing will go on.

And that’s because of one reason: consistency.

Think for a second about the brands that you’re most familiar with – McDonald’s and Coca-Cola come to mind straight away.  For as long as I can remember, these brands have kept consistent within ever-changing and ever-growing markets. Despite what the economy has thrown at them, they have always remained the same. What they have done – and have done so from the very beginning – is establish a simple and yet persuasive message, and have stuck with it in everything that they do.

Marketing is ALL about this consistency: brand consistency and consistency of message.

And really it all sounds straightforward enough until you consider all of the platforms that these messages need to be consistently broadcasted; the competition that enters with similar messages; and the perceived lack of ROI initially. That’s why consistency in message, and more than anything, consistency in portraying this consistent message is so important. It that ‘hanging around’ that makes or breaks a brand.

Without consistency, you don’t really give your marketing strategy a chance to prosper. You’re stifling your growth.

Okay, I know it’s going to be difficult. Keeping consistent for a long period of time isn’t easy by any means. I know at times things don’t go the way you’d hoped and that it seems like you’re unable to complete or continue doing something. Perhaps you think that whatever you’re pursuing isn’t worth pursuing in the first place. You must RESIST this and the temptation to drop tools though.

It’s that numbing pain in the side of your stomach that just won’t go away no matter how hard you try to get rid of it or ignore it.

Rest assured, be it online or offline, whatever it is that you’re seeking to achieve isn’t going to be achieved overnight. Yes, you’ll make mistakes along the way, and yes, there’s no quick fix to any of it. This is something that I’ve discovered in business, in life, and especially in marketing.

But how do I overcome this? I’ve found that each time I question the progress of any project I undertake, getting back on track can be done by reviewing your plan at the end of each day, and writing down anything of worth on a piece of paper. Writing down your feelings at troubling times is a great way to relieve pain and put your mindset back in the great scheme of things. Reflect.

Keep in mind also that there are people here to help you keep on this track and keep everything you do consistent with the strategy you mapped out in the first place. You have your friends and colleagues at hand to help you, but you can also seek professional help. Why do you think people hire personal trainers in the gym?

Think about it like this. Each time you hit the gym or workout in any way, you’re building yourself. You’re building your strength, stamina, and fitness. Stop going to the gym, and then all that building work is demolished.

It’s exactly the same in marketing, where if you keep everything going and keep it consistent you’re increasing the chances of making an impression…

Just like McDonald’s and just like Coca-Cola.

Remember, you’ve already conquered the difficult part of putting your marketing plan (or your workout plan) together. Now it’s all about implementing that plan, getting your messages out there and building awareness through the various channels at your disposal. That is, building your brand’s strength.

Now’s not the time to quit because nothing in life is a sprint.

4 thoughts on “Consistency Is Key

  1. Best of luck in your new workplace and hope you are now settling in comfortably. Consistency is key – people like to know what to expect and familiarity encourages them to come back for more.

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