Consistency is a key element in a business’ success. Of course, there are other important factors but consistency is what will create name recognition. Consistency is what will build your tribe so you can develop a trusting relationship. Consistency is what will showcase your expertise to new followers.
Here’s an example:
You go out to dinner at your favourite restaurant and you fall in love with your entrée. A few weeks later you take a friend to the same restaurant, order the same meal, but it tastes different and you send it back to the kitchen. Their lack of consistency in how your meal was prepared will now leave doubt in your head about that particular dish and possibly about the whole restaurant in general.
Doubt in a customer’s mind generally means you have to rebuild that trust again to show that they should continue doing business with you. It’s not impossible to earn their trust again but you’re basically starting from square one. Just like when your weight loss efforts are halted during the holiday season and you have to lose those same 5 pounds multiple times. Working your business consistently and focusing on superb content and excellent customer service will help to keep your clients happy and trusting in you.
Have you ever had this occur:
You opt-in to an email list that has great potential. You receive a few weekly emails and then nothing. Crickets. Then a month or two later you receive an email from that person again, making an offer to purchase their product. How does that lack of consistency make you feel? I’m guessing your first reaction would be, “Who the heck is this person?” Lack of consistency will cause you to forget who they are and why you signed up for their list in the first place. Lack of name recognition generally leads to, “I don’t know who you are so why would I give you my money?” Again, this business owner just made themselves a much harder task to win you over again.
Consistency with Your Brand Image
Have you noticed how many gurus there are, each proclaiming to have the answers to earning 6- or 7-figure incomes? If you tried implementing all of their different strategies, you’d be exhausted from keeping up with it all and your audience would be very confused about your overall message.
When it comes to branding, consistency and repetition will help develop name recognition. If you always wear clothes that match your website colours, people will make the connection. If your trademark is a purple stripe in your hair, don’t go changing it to fire engine red; your followers won’t recognise you! Be consistent with your brand image, colors, and message, both online and offline so you’re always recognised.
If you’d like to learn more about how to create a consistent brand image, come to my webinar, “2018 Social Media Marketing Kickstart: 5 Steps to Build an Engaged Audience.” Engaged audiences are those who already trust you, like what you have to say, and are eager to have a conversation with you. These are the people who will sing your praises to others, thereby growing your business. And being consistent is a simple way to keep that audience engaged. Register to the free webinar here.