Consistency is all

In your marketing messages and brand values, are you consistent, or do you keep changing details?

To be recognised and valued by your target audience you have to maintain consistency in your marketing messages. The down-sides of inconsistency are:
People have short memories, so they forget things quickly. But they spot inconsistency and hold it against you.
People have short memories and need to be continually reminded of things. If you are constantly changing elements of your proposition, all that communication turns into a blur.

Look at the brands, products and services that you value in your business and your life. How often do the strong and successful change the headlines of their marketing message?

• BMW
• Nike
• HSBC

Now look at your own marketing messages and build your message foundation on something you can live with for some time.