Consistency in marketing happens in two ways and both are important. First, there is brand consistency. Every part of your marketing campaigns has a similar feel. You may use the same logo, catch phrase or colors. When someone sees a piece of advertising from your company, they immediately identify it as yours.
The second aspect of consistency comes from regular marketing. You send out emails, direct mail letters, postcards and other forms of advertising on a schedule. It keeps your name in front of your intended audience. It’s one of the primary reasons to develop a multi-touch campaign.
Now that you understand what consistency means in marketing, think about the power it has to convert your leads into clients. It takes marketing to a higher level. People automatically know its your company when they see a piece of advertising. That puts them in the right mindset to hear what you have to say.
Consistency Creates Dependability
Because your audience recognizes your marketing, they begin to develop trust in your company. They see you as dependable, someone they know. They are getting to know who you and what you’re all about, which helps them build trust and feel more comfortable working with your company.
Your brand should also match the product. For instance, if your goal is to gain trust by appearing professional or utilizing your years of experience, your brand should show that. On the other hand, if you want to seem more casual, kind of like the person-next-door, you’ll want to keep your branding more laid-back.
Trust is critical for clients making decisions. Most decisions people make are based on emotions, how it makes them feel. If they like your brand and feel comfortable, they are more likely to take the next step. You must prove that you deserve their trust through consistent marketing efforts.
If you want to learn more about developing consistency in your branding by creating direct mail products that align with those goals, you can contact Open Letter Marketing. We can help you build consistency in your marketing campaigns with our mailers. Contact us at 978-269-0245.