Be Consistent
Consistency is key - we’ve all heard it a million times. But, how can we show our full understanding of this concept? When I design a multi-media launch, I have several ways of carrying consistency through from one media to another. Let’s also explore why this matters and how your customers perceive it.
First, let’s touch lightly on branding (because this topic alone is GIANT). I cannot stress the importance of consistent branding. It will feel like you have to make 900 micro-decisions, all the time because you do. Your brand is how people perceive who you are and what you are selling. It is a living breathing thing, and the basis for all connections to you and what you do or provide. Everything from the fonts you use on anything you present (digital or print-based) to the color palette you use to the style of photos you show on your collateral. Do you always align your font to the left? Does your tone of voice remain casual and playful if you sell children’s toys or relaxed and calm if you run a yoga studio? If you are a Milwaukee-based photographer, are you making sure you’re posting quality content on the most important days to your audience, showing your expertise that you understand the local calendar and what makes this city thrive? Your brand is everything about you, your connection, your lifeline, so you better treat it as such.
Next, let’s talk about customer touchpoints and how to connect them. If the customer first sees the product they want on your website or an Instagram post, you better believe they are looking for the same solution when they make their way in-store to buy it. It better be propped the same way, showing the same features and benefits so it is showing the customer the same thing it is telling them - one message, multiple channels.
Now to create the red thread across an entire in-store experience - everything from the overall theme (the specific time of year usually dictates that), the color selection, overall composition, how to light a media, whether or not to include music or sound effects, down to the article selection. Every decision remains consistent for a strong launch. Don’t forget to factor in how large or small you can go to maintain this consistency, will you have 30+ media around the store that are necessary to the story or can you cut it down to 8 but guarantee the message is still present? What is the balance between quantity and quality?
The thing about consistency is if you are doing it right, your customers won’t outwardly notice - they will prove you right by translating inspiration into sales - but they won’t necessarily know why it feels good/comfortable/stable. It’s on a subliminal level. But, the minute you are inconsistent it feels sloppy, messy, and unstable. They subconsciously know it doesn’t feel like one coherent thought across the store. They won’t know what you want them to focus on or pay attention to. Humans are quick to identify negative feelings towards something (and often loudly) but are neutral when it’s a positive experience. If it’s pleasant to shop in your store, you may not receive outward positive feedback, but you should see it in repeat visitation, consistent sales, and new customers that fit into your target audience. It’s quieter. and it takes a little longer but it is so worth it in the long run to build the right audience for your brand.
I hope I’ve shed a little light on the importance of consistency and I would love to hear more about your story! Did you learn something new or rethink something? Let me know all about it down below.
