In marketing, consistency is everything. All the money you spend placing ads, sending letters or coupons, website development, graphic design, printing marketing packets, business cards, or any other form of marketing is put directly in the wastebasket if your materials lack consistency. And yes, I used the word “wastebasket” which I don’t know if I’ve ever used in actual speech.
Back to the point—marketing relies on consistency of everything involved. This could mean consistency of the color scheme you use in your printed materials, the fonts you use on letters, envelopes, invoices, catalogs, the graphics on your website. Everything is game. For the most part, savvy business owners and marketing directors realize that consistency is an integral factor in the marketing process. However, what details are escaping your grasp?
For starters, the number one difference I notice in marketing materials starts with the most common form of communication (at least for me). Email. Yes, even in your email, you have to carry over the idea of consistency. The place to start is the company email signature. Notice, I didn’t mention “your” email signature. Think of the email signature as a company-wide standard. Create a company signature with the same logo (if you choose to use it in your company signature), same font, same information, same order. Just as if it were a business card, change the individual details, but keep the same formatting. The same applies to font size and type for the body of the email.
Another place to create consistency is through individual employee voicemail messages. Write up a script and have everyone follow that script. It seems extreme, but some people are better than others at recording their away messages. The ones that aren’t the most eloquent when leaving their recording will appreciate the script and the ones that like to be, shall we say, creative, when leaving their message, will know what to expect up front. You know the type, amateur comedians practicing their snide rapport for unsuspecting phone victims. Keep them in check with a professional (or fun—depending on your industry) voicemail message.
To find inconsistency lurking in the hidden corners of your marketing, be constantly aware and keep your eyes open.
Any comments on consistency in atypical places are welcomed!
Wednesday, May 14, 2008
Consistency
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3 comments:
This is a page directly from my marketing codex. As you've described, this thread of consistency should run through everything.
One important thing to always keep in mind is that crystallizing this consistency is never an overnight process, regardless of company size. You'll drive yourself crazy (and those around you who are experiencing and helping implement the formatting)if you attempt to do it a single overnight sweep. I think you'll find a bit more cooperation from the rest of your co-workers if you ease into the, and forgive me for using this term again, crystallization, as opposed to bringing them into a completely made over business on Monday morning.
This is also an evolving and growing process. As you add new channels to your marketing mix, they need to be developed with established patterns. Perhaps you add a new flair or edge to that company logo to be inline with changes in the marketplace? Don't neglect your existing materials.
Consistency also has to exemplify its self in attitudes. This is internal branding. It has to prevail in follow up and collaboration communications too.
Jeremy--
Great point. If employees aren't on board with the internal culture of the company, consequent misfires to customers and products will endanger the balance of the branding chemistry the managers have tried to instill. It all starts from within.
Thanks for the comments Brandon and Jeremy!
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