opportunity 85 of 150 If you are determined to build your brand in 2017, and at the same time reduce the cost of communication and marketing, it will be more than helpful to embrace consistency – at a level you have never done before. Every instance of inconsistency, even the smallest, can detract from your […]

opportunity 85 of 150 If you are determined to build your brand in 2017, and at the same time reduce the cost of communication and marketing, it will be more than helpful to embrace consistency – at a level you have never done before. Every instance of inconsistency, even the smallest, can detract from your brand and contribute to an increase in the cost of marketing. Every time an element of your marketing is less than consistent with the core brand and messaging – there is the risk that the target market will become confused and less certain. It means that this element of communication will not contribute to the branding and marketing process as it should When I speak of consistency, I don’t just mean visual consistency. Consistency is necessary with regards to: Behaviour Messaging Tone Imagery Every time a member of your team behaves in a way that…