When you see an old friend, you have a set of expectations about how they will look, dress, and talk. They create an overall experience of James or Jane. You know it is them when they text or email because of their distinctive language, writing style, and voice. People have familiar smells, gaits when they walk, and even tone when they leave a voicemail. It’s unlikely that you confuse James for Jane.
Brands Need Consistency Too. For a brand to build trust, it too needs consistency. Whether it is on your website, your email marketing messages, or the voice-over in a video, – do you deliver the same core themes over and over?
Or are you and your colleagues always freelancing and improvising what you say?
Brands platforms are developed to help everyone at your company have a playbook to tell the company story. Platforms have both visuals and language that make up your brand’s identity. The consistent taglines, descriptors, core messaging, positioning statements, elevator pitches, and value propositions. Each plays a role in building a vocabulary for a brand to use along with the visual and tonal identity. Some great brands even have logos aligning visually with the brand’s core message and positioning.
Consistency Sells, Consistency Sells, Consistency Sells
- A consistent message communicates that you are credible and dependable. We buy from those who will show up and are reliable.
- Trust is easier to build when everyone is on the same page and the company isn’t sending conflicting and contradictory messages. We buy from those we trust.
- It is easier to remember a brand when you are consistent. That’s why Geico spent 100 million dollars saying, “give us 15 minutes, and we can save you 15%”. Of course, it gets repetitive – but that’s the point. You remember it. We buy from familiar people and brands.
- People buy what’s familiar, and consistency communicates confidence. You know who you are and what you stand for to those you serve. We buy from brands that demonstrate leadership and self-confidence without being slick.
- Attention is a priceless commodity, so one clear message, said repeatedly, can break the clutter especially, if that message is rooted in a keen understanding of what your audience values and how you bring that value to them. We buy when a brand is top of mind.
Snap Into A …
I learned the lesson about repetition in my snack food marketing past life.
The Slim Jim brand had millions of dollars available to promote the brand through advertising, sponsorships, and an array of activities. We said one thing at the end of our ads in every message – Snap into a Slim Jim.
The snap was related to both the bite and the taste. We wanted to connect the visceral edge to the brand.
This tagline became memorable through repetition.
Although our team grew tired of the message, we resisted the urge to keep changing it. Our agency kept reminding us that through repetition, we would create a strong association and could break the clutter. And by saying the same thing, over and over, we could start secondary meaning for the brand – beyond the physical product we sold.
A few months ago, I attended a dinner with a client. One of the people hadn’t met me, and when he asked me about my background, I mentioned the Slim Jim brand.
The first thing he said was, “Snap into a Slim Jim.”
I don’t think ConAgra Brands, who owns Slim Jims, is running TV ads like we used to do. So, this tagline was such a strong association for this guy that it was the first thing that popped into his head. He probably hasn’t seen a commercial in twenty years, yet the association was instant.
How many of these slogans quickly conjure up a brand? Most of these should resonate because the brands used these messages repeatedly and consistently.
The world’s happiest place.
Double your pleasure, double your fun.
Just Do It.
Give me 15 minutes, and we can save you 15%
You are in Good Hands
Ultimate Driving Machine
Think Different
I’m Lovin’ It
Have it Your Way
Eat Fresh
It’s the real thing
What’s in Your Wallet?
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
