Many marketers will experience the temptation to regularly change their advertising message and values to reach as many consumers as possible. But that approach will actually do more harm than good. The truth is consumers not only prefer consistency at every touchpoint with a business but they’re steadily coming to expect it.
Fifty percent of companies say their customers expect great design and cross-channel consistency from their brand, and 70% of marketers say consistent branding is the most important thing to keep in mind when communicating with existing customers. And the top four qualities people use to describe why they are loyal to a brand are cost, quality, experience, and consistency.
Let’s explore the importance of consistent advertising and some benefits you can expect from implementing it into your marketing plan.
Why Is Consistent Advertising Important?
Consistent advertising builds trust between you and your target audience while also bringing more authenticity to your brand. This is because you're not switching up your advertising regularly, causing confusion about who you are and what your stand for, and making your business look like the only goal it has is to get your sale.
Consumers prioritize authenticity. Eighty-six percent of consumers say that authenticity is important when deciding what brands they like and support. Additionally, they reported that consumers buy based on trust, with 81% of consumers saying that they need to trust the brand to buy from them.
What Are the Benefits of Consistent Advertising?
Four major benefits of advertising consistency include:
1. Builds brand awareness
If you keep your advertising consistent, then you'll notice improved brand awareness. This is because consistency keeps your brand quickly and easily recognized among consumers, eliminating any confusing misconceptions that may associate your products/services with values, messages, and advertising that doesn't genuinely represent your brand.
2. Boosts consumer trust
Consumer trust is another important benefit of consistency. Being consistent in your messages and advertising helps build trust among current and potential customers because they not only know what to expect from your brand but can better identify what you stand for and believe in. When consumers feel your brand is transparent with its values, they can then trust that your brand aligns with their own values.
3. Differentiates your brand
One of the most important things you can do as a brand is to differentiate from the competition. Advertising consistently does this for you by establishing and communicating values that align with your target audience. Likewise, it strengthens your relationship because they can depend on you to support the same causes and values that are important to them.
4. Taps into frequency
When your brand is presented to consumers consistently, your exposure to consumers is maximized. This is because it can be challenging to break through all the noise and repeatedly expose your message to your target audience in a way that will make them remember your message.
Not only is consistency a requirement when communicating with customers, but it can also take as many as 5 to 7 impressions with your consumers before they start recalling and recognizing your brand.
The Takeaway: Stay True to Your Brand Identity
In the end, the benefits of advertising consistency are made manifest when you stay true to who your brand is and what it stands for. Consumers look to brands for leadership now, making it so important to be what they expect you to be and to stick to your values.
Learn more about brand consistency at every touchpoint along the customer journey by following our Meredith Gulf Coast blog.