Our dear sweet dog, Maggie, passed this week and we have been reflecting on what an impact she made on us over the past 13 years. She was a little brown lab, but her presence was huge. Tail wagging every time anyone came to the door, always ready to play, swim, hike, walk or run–always underfoot. It’s incredible how a little dog can make such a big impact. So many dog owners share this similar experience: no matter what the circumstances, your dog will be at the door, tail wagging, thrilled by your arrival. So what is that all about? Many things, I suppose: devotion, boundless joy, unconditional love. Boiled down, though, it’s consistency. You could always count on Maggie.
Consistency in strategy
Consistency is a word I use often with clients when developing a marketing strategy. Big-budget splash campaigns can be effective (and sometimes very fun a la the Super Bowl Ads) but they are costly and often short-lived. Consistency is key to growing your brand — truly growing your brand. Whether it’s paid media, social media, newsletters or emails, a consistent presence with your audience keeps your brand top of mind for consumers.
Consistency in messaging and voice
Your brand voice or image should remain consistent throughout all marketing channels. It’s great if you develop a unique voice, but be sure to continue to use it once it has been established. When competitors are using other quick gimmicks (coupons, two-for-ones, deep discounts), your consistent voice and message will always stand out. This helps the consumer form an opinion based on reputation, not gimmicks. Chipotle is a good example. They don’t do coupons. Ever. They may give away free burritos to drive trial or to promote a new opening, but unlike most of their competitors, they have a long-term outlook on their business. Giving away the store for a quick uptick in traffic or to goose sales is not part of the program. It would seem they are more interested in growing the brand over time. (Check out their latest great video.).
Consistency over time
Consistency is a slow burn. You aren’t going to see the ROI in the first few weeks but it will pay off in loyal customers. They will appreciate the authenticity of your brand and will come to count on it.
Much like the tail-wagging brown beast at the door when your car pulls into the driveway after work.
