Consistency, Consistency, Consistency

It's been widely quoted that a typical buyer will need to be exposed to at least 17 impressions of a company before considering doing business with it.

So it stands to reason that those impressions had better be associated with the company in a consistent manner. Otherwise, it will take more than 17 impressions because prospects may associate some of those impressions with another company.

That means your advertising and promotional efforts aren't being as productive as they might. And with limited budgets, a company might never accumulate the required impressions before purchase.

To get the most from a promotional effort, the message, the "look", the tone, the terminology, and the offer should be consistent. Or as ad media reps like to voice it, repetition rules.

In branding, consistency can, and probably should, come from a brand standards guide so everyone, including the maverick running the Tucson branch, will be able to execute the brand consistently.

The manual should address intent of the brand as well as instructions on using the brand elements - name, logo, tagline, color palette, type styles, sizes, textures, terminology and any other attributes considered central to the brand.

Call it the "Brand Bible", and encourage all to read and use it.

It's vital to consistency and to the brand, even in a three-person business.

Martin Jelsema
Signature Strategies
Helping smaller companies profit from the power of branding

www.signaturestrategies.com