Consistency in Promotion

Mike Paffman, CEO, VIRGO PR

For consumers to be able to recognize a certain brand, that company should be presenting similar messages that have a consistent voice, visual style, and color palette across all of its business channels. Through brand consistency companies can stand out from the crowd of competitors, while encouraging the consumers to engage and make purchases from the company. Having that consistent brand message aids companies in connecting with the target audience. When companies communicate their brand message in a consistent manner, their marketing and public relations efforts will be seen as more credible and persuasive by the consumers.

Brand Guidelines

The first step towards consistency in promotional efforts is for brands to set a list of guidelines and rules for both visual and written materials. This way, all future campaigns will become easier and more focused. These guidelines include things such as the tone and voice of the brand’s personality. They also include the color palette that the company should be using, the business logo, a set of images and photos that will be consistently used across all channels, the types of fonts, and the key message.Once all of that is established, the company should also be thinking about the frequency at which the promotional materials will be delivered to the target audience. This includes promotion via social media platforms, email, direct mail outreach, or any other potential channels.

Marketing Assets

Being consistent in promotional efforts becomes a lot easier if all of the marketing assets and the guidelines previously mentioned are easily accessible for anyone that needs to use them. This means that all stakeholders, partners, and team members should have access to a single folder that will be storing all of those marketing assets.The best way to do this is by using an asset management tool that will keep everything neatly organized, and will also help anyone involved to be able to create a clear message across all of the brand’s channels. 

Repurposed Content

For companies that are looking to reach new audiences, or reinforce their message with very little effort, the best way to do so is by reusing content. It’s up to the business whether the content is going to have a fresh design or a different layout. The great thing about reusing content is that way companies get a chance to improve their brand messaging. Most of the time, evergreen content isn’t easy to create from scratch, and when reusing evergreen content, companies can be cost-effective, while also being repetitive in their messaging. 

Implementing Changes

Whenever a brand is looking to update or change its image, it’s important to have those changes resonate with the target audience. Consistency in promotion means that any changes that are made to the brand’s image should also reflect the established message. That’s the best way to have the consumers engaged and interested in the brand, despite the constantly evolving and ongoing brand maintenance efforts.

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About the Author: Mike Paffman is CEO of VIRGO PR, a leading NY PR firm.