Being creative and consistent are important to being a successful marketer. To that end, the idea of Creative Consistency is an important tool that marketers should use in order to create and manage their brands effectively.
But, what is creative consistency?
Defining Creative Consistency
Creative Consistency refers to the ability to maintain a regular message and brand through all channels of marketing communications. Essentially, when a marketer presents their products and services to their desired target audience, they do so in such a way that all of the components match up to the existing brand theme or message.
For instance, if a well-known company is presenting a new product/service to the market, their advertisements, content, copy, etc. for that material should have the same well-known brand elements (i.e. logo, image, colours, buzzwords) that are synonymous with the company. This way, customers know that the new Åproduct and service comes from a company they know and trust.
Alternatively, if a new company is releasing their first product/service on the market, they also need to use creative consistency to build their brand. Using storytelling and creative tools, marketers must ensure that their content is consistent across all platforms in order to create brand associations in their target audience’s minds.
You cannot have multiple ads or content for a single product/service that do not have a single unified theme or brand message as this can confuse audiences and cause them to move on.
Therefore, creative consistency is an integral marketing strategy as it allows customers to become more familiar and trusting of your brand which can help increase mind share and market share among the competition.
How Do I Become Creatively Consistent?
There are many tools that marketers can use to become creatively consistent, which do not have to break the bank.
For instance, creative consistency can come from:
- Leveraging storytelling in your content to generate brand elements such as identity, personality, and image that become synonymous with your brand.
- Using design tools (i.e. Adobe Creative Suite, Piktochart, Canva, etc.) to create a set of brand themes, logos, colours, and taglines that will identify your brand to consumers.
- Creating content that brings consumers further into your brand (i.e. “Continue the Story”, this is a popular technique used by advertisers to get consumers to search for more information about a product or service. A TV ad will air for a new car, laundry machine, food product, etc. and the call to action at the end will be for the consumer to “continue the story” on the company’s website. This succeeds in having interested consumers come to the company’s website for a further look at the product/service with the possibility of finding additional products/services they also like)
Repeatable But Not Repetitive
Creative Consistency is an important strategy to use for 2018 as increased competition and content overload can cause your brand to be overlooked. When employing creative consistency in your marketing strategy, it’s important that you be repeatable yet avoid being repetitive.
What this means is that it is important that your new content fall in line with your overall brand message, identity, colours, themes, etc. but that you should not create the same carbon copy material for every new post or product released.
It’s okay to branch out and try new things, as long as they tie back to the pre-established brand. This helps keep customers interested while at the same time they never lose sight of who you are.
Courtney Rosebush, Content Contributor