Consistency-Branding

Consistency
 

Virtually everyone who watches TV knows the AFLAC Duck and the Energizer Bunny.  Most people recognize the Chevrolet logo when they see it, and everyone knows that a McDonald’s is just ahead when they spot the Golden Arches.   

 
The marketing programs of these companies have one thing in common: CONSISTENCY.  Their marketing efforts strive to regularly communicate a consistent message through consistent media. Consistency is one of the most fundamental principles of marketing:  
 
Consistency and repetition lead to familiarity, which breeds credibility.
 
Here are the keys to maintaining consistency in your marketing efforts:  
  • Consistent Message:  Once you decide on your professional message, stick with it.  You can't build a solid reputation if you keep changing your message.   
  • Honest Message:  It is much easier to communicate a consistent message if you are communicating an honest message.  In short, your message must be consistent with what you, your team and your practice represent. 
  • Consistent Look:  All of your marketing materials -- from business cards to stationery to signage to brochures to advertisements to your Web site to the logos on your uniforms -- should have a consistent look. 
  • Consistent Media:  If you are conducting an advertising campaign, your ads should appear regularly in the media you choose.  Don't commit to advertise in a publication unless you are ready, willing and able to advertise in that publication for an extended period.  Once again, repetition leads to familiarity.    
  • Consistent Visibility:  If you are trying to build a strong presence among your current and potential patients in your community, you should be consistently visible.  You cannot build a strong presence by attending a Chamber of Commerce, PTA, or other community meeting here and there.  You must attend regularly and get involved.    
  • Repetition:  Getting sick of hearing your own marketing messages?  No?  Then your program hasn't had time to work.  Yes?  Then it's probably beginning to take root.   
Professional reputations are built over time by consistently communicating your message to the right target groups of current and potential patients.

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