As I was thinking about what I should blog about next, what came to mind was a really simple principle that has broad application, always with similarly powerful results – and it applies to pretty much all aspects of life and business. That principle is “consistency”. So what does “consistency” do that’s so powerful? If you think about it in terms of bringing up children, if as a parent you are consistent and clear in your communication and behaviour, it means your children always know what to expect from you and what is expected of them – they develop a way of “understanding” that is almost intuitive…because you are being consistent. You are ”training” them, and at same time giving them confidence – so they will always know where they stand with you. It makes it easier on you as a parent, and for your children. OK so that’s a “life” application, but the same holds true in business, which is where I’d started with this concept.
In my business of marketing communications, consistency of communication can be an immensely powerful tool for businesses. A lot of my work relates to helping companies figure out what their key messaging is so that they can effectively – and consistently – deliver it to their advantage, regardless of the situation or who is “speaking”. Granted, first you need to know what your key messages are, but once you take the time to develop them – and understand the sheer power of sticking to them and using them consistently at every opportunity, you have a winning formula. Every opportunity to speak is an opportunity to tie back to your key messages so that people “get” who you are, what you do, and why this should matter to them. If you think about it, like with children, you are also “training” your target audiences so they, too, always know what to expect from you and are able to develop an “understanding” of you, your business, etc. that is almost intuitive…because you are being consistent.
By being consistent with your messaging you not only make it easy for you because you always know what messages you have to deliver, but you also make it easier on your target audiences so they are assured of “getting it”, which can only work in your favour! And isn’t this what any business should want?!? (Interestingly, even when in crisis mode – when you’ll have a whole new set of “crisis” key messages that you need to stick to and consistently deliver - there is still an opportunity to tie back to your core key messages, if you look for the right opportunities.) Consistency of messaging can be a very powerful tool for businesses, whether in crisis or business-as-usual mode. The trick is to stay on message, which is for some easier said than done. But with this realization, you can see that the pay-off can be huge.