250 Blogs and Counting!
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250 Blogs and Counting!

Cronin-Creative-Clarity-by-Design-Consistency-in-Branding-web

250 Blogs and Counting!

You are reading Cronin Creative’s 250th weekly blog. Boy oh boy, that’s a lot of blog writing. I know because I wrote most of them. Writing is one thing, reading is another, and I realize that, even though we send our blog to a whole lot of people, a whole lot of them never actually read it.

Although we always make the effort to write compelling, pertinent blogs, and we get a great reaction from those that read them, the real power of Cronin Creative’s blog is that we post a new one every week. We are consistent with our blog, and people, however subconsciously, get used to seeing it arrive. If it makes a kind of osmosis-like impression, that’s just fine. Typically, we’ll be at some industry event and people will say something like, “Oh yeah, Cronin Creative, I see you around and you seem to be doing cool stuff.”

That’s what consistency does. It works over time to make your brand and your business “sticky.” It doesn’t happen overnight, but it does happen.

The fact is consistency is essential to any successful brand or business. Your brand goes far beyond your logo and marketing materials to include everything and everyone your business touches. Every element of your brand should be applied consistently.

Customer experience is a huge part of any brand, and people are reassured and made to feel comfortable when they know what to expect and come back to the same experience every time. A 2014 McKinsey report found that creating a consistent experience can increase customer satisfaction by 20 percent and lift revenues by 15 percent.

Consistency delivers internally as well externally. In addition to happy customers, communicating on a regular basis with your team members keeps them engaged and abreast of what’s happening, let’s them know you care, and fosters valuable feedback.

Another internal benefit of consistency in business is that it helps with measurability across the board. Consistency breeds efficiency and makes it infinitely easier to track your progress as you work toward your goals.

They say that doing the same thing over and over and expecting a different result is the definition of insanity. Call me crazy, but in building trust and attracting and retaining satisfied customers, repetition is just the ticket. Speaking of which, I’ve got to get started on blog #251!

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