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Learning to Navigate the Crucial Line Between Consistency and Repetition

ImageOne of the most invaluable traits your small business can develop is consistency. The reasons for this are numerous, but the most apparent is that fact that inconsistency is also a sign of instability within your brand. It gives consumers the idea that your company hasn’t quite established a proper foothold within the industry.

So what exactly is consistency? This may sound like a no-brainer of a question at first, but keep in mind that many people make the terrible mistake of confusing consistency with repetition.

In terms of building a brand, this is one of the most harmful mistakes you can make.

If you want a perfect picture of consistency, we need look no further than Nike. This is a brand that has mastered branding. Think about it: when you see their “Swoosh” logo, you not only know what brand it is, but a certain lifestyle and energy comes to mind. Nike has their logo on nearly every sort of media out there and not a single time do they repeat themselves.

This is consistency rather than repetition because Nike has implemented their taglines and logo on various different products that are created in different materials. More than that, the Nike logo is such a simple design, it is often revamped with different colors and textures depending on the marketing approach.

Repetition would mean placing the same black Swoosh on the same shoes and shirts over and over again. There is nothing new to this, nothing exciting or different.

So how can you ensure that your brand remains consistent rather than just repeating itself?

First of all, be certain that your logo is everywhere—from business cards to car decals, spread your logo every chance you get. You also want to be sure that you are presenting the same message and personification of your brand across all social media channels. Don’t repeat the same information over and over again and also don’t use different personas or voices.

Repetition will dry up your business very quickly. It will also stifle your creativity and leave you joyless in your work.

But when you can learn to remain consistent without bordering on repetition, your business stands to grow considerably and you’ll rediscover the joy of owning a small business.

image: consistency/shutterstock

Join The Conversation

  • bobbymarhamat's picture
    Apr 2 Posted 4 years ago bobbymarhamat

    Thanks for your comments Amber.  I completely agree - and yes, looking forward to meeting you in social!

  • Apr 1 Posted 4 years ago Amber McCrory

    Hi Bobby,

    Great article! Along with your points on including the logo everywhere and consistency in messaging, I would also add how crucial it is to integrate consistency across everything tied to the brand. That would include employee attitudes (retail brands especially), packaging, website, etc. 

    Another example I like to think about is Starbucks. One of the reasons that they are so successful is that every store location and messaging is consistent and communicating the same perception and feel. People know exactly what they are going to get when they buy a coffee there.

    As one of my former professers in college said, "Everything Communicates".

    Enjoyed your article, hopefully we can connect via social.

    Amber McCrory - Marketing Specialist at SDL Social Intelligence




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