Here we go again.
Your brand is that metaphysical collection of images and ideas that make up the customer’s internal impression of who you are. The more consistent you are with your messaging and imaging, the more likely you are to plant a franchise in the mind of the customer.
That’s Marketing 101.
Consistency isn’t necessarily about using the same image or message over-and-over-and-over, although frequency does help. Consistency is also about making sure the images and messages somehow relate to your product or service without the requirement of additional explanation.
In my strategy audits with clients, one of the most common problems I encounter are collateral materials (ads, brochures, banners, posters) that assume the potential buyer knows more than they do about the product or service. Customers – and especially potential customers – need to see your material and “get it” right off the line. If you need to explain what it means, you’ve lost them. On some platforms you have LESS THAN FIVE SECONDS to grab their attention before they move along.
So, this ad was served up alongside my Facebook wall today. I get that it’s for an adult degree completion program, but what does an ant farm (or rabbit burrow) have to do with finishing one’s education?
