I’m always looking for parallels in my life. A single thought that can be applied across all situations is something that resonates with me. These days, I am recognizing the importance of consistency.
Coaching Consistency
My youngest son is a tennis player. Although he is only 10 years old, he is serious about it and quite good. He can hit amazing serves, screaming forehand winners, and beautiful touch volleys that are something to behold. But his coach is stressing the need for consistency on the court. Those screaming forehand winners are beautiful, but can you hit them consistently? Are you putting in the work to get them there?
Last night, I had a bit of a parenting meltdown. After an extremely long day, I walked into my children’s den and found an absolute mess. It was the straw that broke the camel’s back and I lost it. But after I settled down, I realized that there have been little things that had been wearing on me all summer, but I hadn’t been consistent in my enforcement of the rules. I’d been letting things slide.
It’s not always easy to be consistent. It’s a mindful, daily commitment to doing what is best for the long term, even if it makes the short term difficult.
Marketing is largely about consistency as well
Establishing your brand voice and ensuring that you are consistently using that voice, across all channels, at every customer touch point, all day, every day, is absolutely key in marketing.
- A good brand is built over time by establishing trust. Consumers want to know your brand, trust your brand, and depend on your brand to deliver quality time and again. This involves consistency of product and experience.
- You must communicate your brand promise consistently. In your marketing materials. On your website. Across social media channels. Everything you put out into the world should accurately reflect your brand.
- Your employees have to buy into the need for consistency. In their interaction with customers, in the service they provide on your behalf, they need to be looped into your branding so that they are also consistently reflecting the core values of your company in all that they do.
- Your marketing program requires consistent attention. Social media posting should happen at consistent intervals, on brand and on message. Consistent blogging is key. Your customers want to see you, hear you, and recognize you on a regular basis.
Are you being consistent in your marketing? Are you consistently applying your brand promise, day in and day out, at every touch point? If you’re not sure, give us a call. We are passionate about branding here on the Porch and we will set you straight!