Lifestyle magazines are full of photoshoots where every element is meticulously styled. The throw pillows bring out the wall trim’s color accents. The rug is delightfully whimsical yet fits the overall motif. The furniture is modern, Shaker, Craftsman, or something else, but it fits. The result is a space that has a specific feel and evokes an emotional response.
The same thoughtfulness and consistency of purpose should apply to your marketing and advertising messages. Ideally, someone gets a feel for your business and perceives it a certain way because of how the words, images, colors, textures and open spaces are combined. And when something is out of place, people feel it, even if they can’t pinpoint why – it feels “off” at a subconscious level.
While there are exceptions to this approach for creative or shock purposes, for the vast majority of businesses, marketing efforts should match. The email newsletter works best when it reads and feels like the website content. Social media posts should reflect the brand and voice. Cut sheets, brochures, and PDFs should use the same language and turns of phrase. Even employee name badges and uniforms should look like they stepped off the page of the website or an advertisement.
Inconsistencies can lead to doubt, and doubt is a barrier to trust. On the other hand, consistency is a precursor to trust. Consistent messages (and behavior) establish credibility and lead to predictability and anticipation. It’s one of the reasons jingles work so well – even the ones we don’t like. We hear the first few notes or words and anticipate what comes next because we’ve heard it over and over again: consistently
You probably don’t need a jingle for your business, but you definitely need consistency and marketing messages that are styled and presented appropriately for your audience and brand.
If you’re feeling overwhelmed with your branding, messages, and consistency, don’t hesitate to reach out to the R2R Marketing team. We’re here to provide the support and guidance you need to get the best return on your marketing investment.
