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  • Writer's picturePaula Mattisonsierra

What Kind Of Friend Are You? The ups and downs of inconsistent marketing



Consider your friendships: are you the reliable friend who shows up when needed, or the one who cancels plans last minute? Just as inconsistent friendships strain relationships, inconsistent marketing can hinder your business's success, leading to decreased brand identity and revenue. Inconsistent marketing also sends mixed messages to your audience, causing confusion and uncertainty about your brand. According to Forbes, consistency in brand presentation across all channels can increase revenue by up to 23%. Just as reliable friends are more valued and trusted, consistent branding builds trust and loyalty with your audience.


The Downside of Inconsistent Friendships:

Imagine having a friend who is there for you one day but disappears the next. It's frustrating and can erode trust in the relationship. Similarly, inconsistent marketing sends mixed messages to your audience, leading to confusion and uncertainty about your brand.


Building Brand Loyalty Through Consistency:

Consistency breeds familiarity, and familiarity breeds trust. It's the old marketing adage "REPEAT, REPEAT, AND REPEAT AGAIN". Gensler reports that 94% of consumers are more likely to recommend a brand with which they are emotionally engaged. By consistently delivering your brand message, you create an emotional connection with your audience, leading to brand advocacy and loyalty.


The Importance of Customer Service:

What role does customer service play in developing a great "friendship" with your customers? Inconsistent customer service is like having a friend who is sometimes attentive and other times dismissive. It leaves customers feeling undervalued and unappreciated. Curatti highlights that 73% of consumers cite high-quality customer service as a reason for brand loyalty. Consistent, exceptional customer service reinforces your brand's reliability, foster long-term relationships with customers, and of course, this can be woven into the fabric of your marketing (and operational) plan.


The Value of Reliability:

Two children at play dressed as astronauts
Create meaningful connections with your customers. It is key in both friendships and marketing!

Just as reliable friends are valued in our personal lives, reliable brands are respected in the marketplace. Consistent marketing builds trust and reliability, positioning your brand as a dependable choice amidst competitors.


Technology is Your Friend:

Technology plays a pivotal role in aiding consistency in marketing efforts. With the help of advanced software, automation tools, and analytics platforms, businesses can ensure that their marketing messages are delivered consistently across various channels. From scheduling social media posts to automating email campaigns, technology streamlines the process and helps maintain a cohesive brand image. Moreover, analytics tools provide valuable insights into audience behavior and campaign performance, allowing marketers to make data-driven decisions to enhance consistency and effectiveness. By leveraging technology, businesses can establish a strong and consistent presence in the ever-evolving digital landscape, fostering brand recognition and trust among their target audience.


How to Maintain Consistency in Marketing:

  1. Define Your Brand Voice and Message: This involves clearly defining your brand's personality, values, and messaging. Ensure that these aspects are consistent across all marketing channels.

  2. Create Brand Guidelines: Develop comprehensive brand guidelines that outline your brand's visual identity, tone of voice, and messaging standards. These guidelines serve as a reference point to maintain consistency in all communications, including visual collaterals like logos, graphics, and fonts.

  3. Create a Marketing Calendar: Once your brand strategy is established, create a marketing calendar to plan and schedule your marketing activities. This ensures that your campaigns are executed timely and consistently.

  4. Again, Incorporate Technology: Leverage technology tools and platforms to streamline your marketing processes. Automation tools can help schedule posts, send emails, and manage content distribution efficiently.

  5. Repurpose Content: Repurpose existing content across different channels to maximize its reach and impact. This not only saves time and resources but also reinforces consistent messaging across platforms.

  6. Implement Cross-Channel Integration: Ensure consistency across all marketing channels, including social media, email marketing, website content, and offline advertising. Integrated marketing efforts reinforce brand messaging and increase brand recognition.

  7. Be Authentic: Authenticity is key to building trust with your audience. Stay true to your brand values and voice in all communications to maintain authenticity and credibility.

  8. Ensure Visibility Across Platforms: Make sure that your brand is visible across all approved platforms where your target audience is present. Consistent presence reinforces brand recognition and strengthens your brand's identity.

  9. Regularly Evaluate and Adjust: Continuously monitor your marketing efforts to identify any inconsistencies or deviations from your brand guidelines. Make necessary adjustments to maintain brand consistency and alignment with your marketing objectives.


At the end of the day, your clients simply need you to be present. By prioritizing consistency in your marketing strategies, you can create meaningful connections with your audience. It is key in both friendships and marketing!

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