A Consistent Brand Message is a Must for Good Marketing
If you want your customers to understand your story you better be consistent in how you share it. That’s why we insist on our clients adopting a clear, memorable, and repeatable brand story that can be told consistently over time. When companies fail to be consistent, their customers become confused. Make no mistake, if you confuse them, you’ll lose them.
There’s nothing harder for our team to watch than a company that always changes its story based on the whims of the marketplace. It’s a surefire way to wind up out of business. Folks who suffer from this communicative shortcoming usually have a fundamental misunderstanding of how our brains work. That’s why we make it a priority to know how storytelling impacts your customers’ thinking.
As part of that work, our team recently had a chance to meet with renowned psychotherapist Dr. Linda Miles. She’s a leading expert on relationships and mindfulness and has written numerous books on those subjects. You may have seen her work featured on outlets like CNN, Fox News, ABC, and NBC. During out meeting, we had an incredible discussion about the power of consistent storytelling.
Dr. Miles told us that there are two primary ways in which we create pathways in our brains: trauma and repetition. Unless you plan to enact some kind of traumatic experience for your clients, repetition is the best way to establish a long lasting brand relationship. To achieve this, the story you repeat to them must be consistent.
That’s the magic behind great brands like Coca-Cola, Nike, Apple and many more. The story of who they are and how their products and services help customers succeed is unwavering. They may have new creative campaigns over time, but the underlying story remains the same. The same can be true for your company.
Imagine the pathways you could create in your customers brains if you shared your story more consistently. Think of how powerful it would be if your ideal customer saw and heard a clear, memorable, and repeatable version of your story with every encounter. Here’s what would happen; your brand awareness would increase, your sales would grow, and your company would thrive.
It just takes a strong story and the will to tell it consistently. If you’d like some help achieving those outcomes, we’re here to assist.