Consistency is powerful. Why else would phrases like “Share a Coke” and “Got Milk?” carry so much weight? These are just two examples of iconic marketing campaigns that brought brands to the forefront of consumers’ minds and will certainly withstand the test of time. Despite their creativity and emotional edge, these campaigns would not have succeeded without consistency. Think about it: Had the team of masterminds behind “Got Milk?” aired only one commercial, would this slogan have the same nostalgic effect on society? Likely not.
Consumers often take ideas and run with them. The more consistent your brand is, the less likely you are to run the risk of confusing your audience. Consistency gives you more control over your content and how it is perceived. Here are some best practices for creating consistency across a campaign:
1. Create Style Guidelines
Develop and distribute a document that outlines the basic elements of your campaign. This should include approved color schemes, logos, terminology, and typography. Make this accessible to everyone involved in the campaign to mitigate the risk of error.
2. Schedule Content
Utilize a shared team calendar to ensure content is shared regularly. Distributing content sporadically will work against your campaign consistency. Online tools such as Airtable and Asana can help members of your organization collaborate and visualize a campaign from start to finish. Reinforcing your message is the most important element of a consistent campaign.
3. Solidify the WHY
Get your entire team on the same page. Make sure everyone involved in your campaign understands the purpose behind it. Try developing a mission statement to outline the intended results of the campaign. Perhaps this campaign is centered around a new product launch or a rebrand. If the members of your team cannot rally around a common vision, how can you expect consumers to do so?
We know that the goal of every marketer is to impact consumers in a way that keeps their brand top of mind. Burkhart can help you meet and exceed that goal! Need assistance with a marketing campaign you have in the works? Get in touch with us!