The last decade has seen some serious changes in the marketing industry. Whether it’s an understated approach or activism-based tactics, the key to successful marketing campaigns lies in consistency. Precision Printing, experts in offset litho printing, explore keys ways to maintain consistency.
A well-rounded, consistent piece of marketing can not only create a presence for your brand but become its own presence too. Brands should always be focusing on what sets them apart from the rest, and these features should be emphasised in every campaign. In doing so, you’ll create a presence which is synonymous to your brand, so your customers build recognition which you can trigger through the simplest of actions — from seeing a simple logo to watching an advert.
There are many iconic brands who have achieved this. Consider those famous golden arches of McDonald’s. By choosing to be consistent with the physical presence of your brand, over time you’ll become more recognisable.
A dependable brand
Iconic status isn’t an overnight success: you have to build slowly, through consistency. Consistent marketing helps to make products and brands seem dependable, as the customer has criteria of qualities that they immediately associate with a product, meaning they are more likely to return to it. In order to become dependable, your brand needs to avoid mixed signals — for example, you couldn’t really have a social media presence as playful as that of Burger King, then present a sterile, plain product. By keeping your band guidelines central to your marketing, you’ll develop consistency by keeping your brand aligned to its core values, making you overall more dependable and trustworthy.
Holiday rental company Airbnb has this perfected. They make regular use of user-generated content to convey their dependability as a brand, by demonstrating to customers how their products fit the criteria which they have outlined. By consistently doing so, the brand seems more human and relatable, showing the reality of the service and placing value in the customers who use it.
The art of remaining unique
One way to keep a customer engaged is building a strong and interesting ‘character’ around your brand. Consistency can affect this though, and if you aren’t careful with the persona you’ve created then your brand message risks getting convoluted. The beauty and skincare company Glossier have designed a unique, quirky style for their marketing, and it never wavers. From social media posts to their email marketing campaigns, Glossier has mastered a friendly tone of voice which resonates with their loyal following of beauty addicts. The brands ‘Millennial Pink’ hue alone is a force to be reckoned with, and a study by DesignAdvisor found that 80 per cent of brand recognition often comes from colour palette alone. This level of consistency has secured founder Emily Weiss and her brand a value of $1.2 billion, only five years after setting up shop.
The world of advertising and marketing is a competitive field. Be sure to maintain a consistent level of quality and your brand is sure to stand out.
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