Repeat for Emphasis

Wednesday, January 22nd, 2014

Consistency is one of the most important aspects of any marketing campaign, yet so often it’s not applied. How can companies attract and retain clients when their message is a mixed bag? Unfortunately the answer is that they can’t.


Research shows that potential customers have to hear or see your message seven times before they buy. So how do you know what your particular message and message strategy should be?

Well, firstly you need to figure out what it is that you do best. Once this is done then you need to look at your competition. Do you have the same strength? If so, find a better strengths.


There is no point in having the same strengths as your competitor, you need to differentiate yourself. Then you need to establish what it is your customers want and whether you can deliver it. Trust me this is half the battle so take your time figuring it out, it will pay off in the long run.

So you ask: Why is having a consistent message so important?

A consistent message helps people understand what you or your business provides and what your values are.  It makes people ‘get’ you.


A consistent message creates brand recognition. It will stick in people’s minds. People will internalize this message, without even really being aware of it. What do you think of when you hear about Innocent Drinks? You think healthy, tasty, and good.  This is a message they have stuck with. It is who they are.

A consistent message provides continuous focus for the team as to what you or the business is trying to achieve and what the values are. You may also be surprised at how something so relatively simple can have such a positive effect on employee engagement.

All well and good, but how do I keep it consistent? How do I make sure people continue to ‘get’ me or my business?

Businesses should use a simple logo (it is so much easier to remember). Make sure all colours and themes associated with the business are applied to your entire marketing plan. Again this will do wonders to reinforce brand recognition.

Create visual consistency

For an individual, wear the same cut of suit or dress. Develop an individual style, for example, only being seen in black and white if female, or always wearing a red tie if male. Keep your hair colour the same, maybe wear glasses if needed.  Glasses can be defining feature.  Think Sarah Palin or Steve Jobs)

Develop a Tagline
Make it short and snappy.  For example: L’Oreal ‘s tagline is “Because I’m worth it”.  Consumer electronics  manufacturer LG uses “Life’s Good”.  Former US President Bill Clinton campaigned for election with the slogan “It’s the economy, stupid”



Keep strong communication links between all employees

This includes senior employees. There are few things more damaging than employees contradicting each other. It shows a lack of internal communication and a lack of collective intelligence. For example, if there is a crisis, try to stick to the one speaker. This may not be possible if you have various audiences who need to be addressed.  Make sure all your spokespeople deliver essentially the same message.

Reuse and re-emphasise

Ensure that certain words or phrases become associated with you or your business . Then use reuse and re-emphasise them in all media relations. For example the phrase “Let me be clear” has become synonymous with Barack Obama. Whatever message strategy you develop, you will need to stick with it for a long time. So you will need to be patient and keep in mind the long-term advantages of having a consistent message. It creates the perception of legitimacy, professionalism and value.

Use every outlet available to you to convey your standardised message. Gradually  your audience will start to recognize it. They will also absorb positive associations with your brand in line with your consistent positive message.

This leads to consumer trust which leads to the reason you’ve read this far: more business.


So just remember: repeat for emphasis