Consistency is a key element in a business’ success. Of course, there are other important factors but consistency is what will create name recognition. Consistency is what will build your audience so you can develop a trusting relationship. Consistency is what will showcase your expertise to new followers.
Let me provide you an example of the power of consistency.
Image, you go out to dinner at a new restaurant and you fall in love with your entrée. A few weeks later you take a friend to the same restaurant, order the same meal, but it tastes different and you send it back to the kitchen (not something I would do). Their lack of consistency in how your meal was prepared will now leave doubt in your head about that particular dish and possibly about the whole restaurant in general. You will most likely not go back to this restaurant again.
This doubt in a customer’s mind generally means you have to rebuild that trust again to show that they should continue doing business with you. It’s not impossible to earn trust again but you’re basically starting from square one. Just like when your weight loss efforts are halted during the holiday season and you have to lose those same 5 pounds multiple times. Working your business consistently and focusing on superb content and excellent customer service will help to keep your clients happy and trusting in you.
Here is another example… Have you ever had this occur: You opt-in to an email list that has great potential. You receive a few weekly emails and then nothing. Crickets. Then a month or two later you receive an email from that person again, making an offer to purchase their product. How does that lack of consistency make you feel? I’m guessing your first reaction would be, “Who the heck is this person?” A lack of consistency will cause you to forget who they are and why you signed up for their list in the first place. Lack of name recognition generally leads to, “I don’t know who you are so why would I give you my money?” Again, this business owner just made themselves a much harder task to win you over again. But again it’s not impossible to gain your trust again.
Consistency with Your Brand Image
When it comes to branding, consistency, and repetition will help develop name recognition. If you always wear clothes that match your website colors, people will make the connection. If your trademark is a purple stripe in your hair, don’t go changing it to fire engine red; your followers won’t recognize you! Be consistent with your brand image, colors, and message, both online and offline so you’re always recognized.
Now go take a look at your brand and make sure you are consistent in what you are giving your customers. Check out my blog post on being consistent on Social Media as a first step.
