The Power of the Consistent Message
Bill Peterson, VP New
Business Development
In our era
of overcrowded noise, everyday product launches, and hourly new
businesses, it is of major importance that every piece of marketing
material you use promotes a consistent message. This message can be
whatever you want or do whatever you want it to do, but it has a
small chance of accomplishing any goals if the message is scattered
in its presentation, appearance, and execution.
Any
business, small, medium, or big, needs to recognize the power of
association. The easier you make it for your customers to associate
something with you, the better. For example if my company website is
designed with the color yellow predominantly, but my stationery and
business cards are blue and red, the message is becoming more
diluted. Now if you pick one color and stick with it for all your
materials, eventually your customers will begin to associate that
color with your company or product. The idea is to reinforce who you
are as a company through every facet of communication you send out
into the world. It's easy to quickly dismiss the little nuances of
daily communication as unimportant, but if you want to build that
recognition then you should start with the little things. You want
to make it as easy as possible for people to remember you.
This doesn't just apply to
colors, it works for any element you want to be associated with or
recognized by. Is it a graphic design that is unique to your
company? Maybe it's a tagline or a slogan, that's up to you.
Basically this will help establish a business identity that, through
time, will become synonymous with your company. Do this consistently
and all of the sudden marketing and PR for your business becomes a
whole lot easier. Now you have an instant character, color, or
slogan that automatically tells people who you are. You also have a
template or recipe for all your marketing materials going out to
clients and customers. It's easier for them to find you, which makes
it easier for you to reach them.
Consistency is the key.
For more information or if you have any
questions, drop me a note at
billp@ideahouseonline.com
or call 703.837.8342.
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