Manassas Park Community Matters Blog Post - Importance of Consistency – By Jenn Deuterman

One of our internal goals here at DPR is consistency. Consistency is very important in not only the workplace, but with the marketing of your company. Keeping your brand consistent is vital to your organization.

As a designer it is easy to veer off the path and create new things or change the look of what you are doing, want to update a logo or the layout of a flyer that you have created. But did you know that creativity or out-of-the-box thinking is not necessary when it comes to the brand identity of your business. It’s the brand consistency that is the secret to success.

Being repetitive with your brand helps people connect with it. Once they see a consistent message and look multiple times, they will associate your brand with it. Take our logo for instance, the 4 blocks in our logo is the Manassas Park Department of Parks and Recreation’s branding stamp. We make sure that no matter what we put out, the logo with the 4 blocks is visible. We want to be able to just put those blocks out there and for you to say, “Hey! I know that symbol, that’s Manassas Park DPR!” The power of consistency goes a long way. There is even a possibility that when people become familiar with your brand they will start to link these memories to things that are important to them. That is why it pays off to be consistent. Because if you have the tendency to always change the general look and feel of the brand, these links and associations that your customers were able to establish will likely break down as well.

Now, consistency isn’t just in the imaging, it is across all areas of your marketing. For example, sending out press releases for events. You want to make sure that if you send press releases out for one event, you send it out for all events. This consistent marketing tool is something people will get used to and recognize. Publications will expect it and will be more likely to post information about your release. If you go back and forth between sending them for one event and not for another, it isn’t being consistent and people won’t follow your company. Take our facebook page for instance. We make sure that we post every 1-2 hours on our page to engage with customers, give information about programs, tips, etc. Being consistent with this medium is not only beneficial to us because you stay fans of the page, but it is beneficial for you, too! If we skipped 3 days before posting again, chances are,  you wouldn’t follow us anymore and wouldn’t rely on the consistent flow of information. BE CONSISTENT. It may seem like such small task in the big scheme of things, but it goes a long way.

Finally, always think twice every time you feel like there is a need to change something with your brand’s identity. If you really think about it, changes are at oftentimes not in the brand’s best interest. Instead of thinking about the new ways of changing your brand’s identity, why not use that talent so that you can develop newer products or maybe come up with a new marketing campaign and tactic. Remember, brand consistency is your secret weapon to success.

Thanks for reading my blog! Tune in next time.

Jenn

Jennifer Deuterman is the Marketing Manager for the Department of Parks and Recreation. She can be reached at 703.335.8872 x3143 or via email at j.deuterman@manassasparkva.gov

Community Matters is a blog created by the City of Manassas Park Department of Parks and Recreation. The blog features program updates, announcements of new services, special event notices, or information of general interest.

Reference:

http://www.kunocreative.com/blog/bid/84310/The-Importance-of-Frequent-and-Consistent-Content-Marketing