by Steve Goodwin, VP of Brand Strategy, AXIS Communications
As someone who focuses primarily on the branding, messaging and strategy side of the business, I’ve always had a keen interest in understanding the latest tools and technologies for extending an organization’s brand into the digital world. After all, the intersection of those two disciplines – essentially where strategy meets execution – is driving the state of the art in everything from social media to more traditional advertising and marketing channels.
But even in this new game – and its ever-changing playing field – some of the old tried-and-true rules still apply to building a successful and memorable brand. In my mind, one of the most important branding rules is one that I call “The Sistencies” – Consistency and Persistency.
Consistency: Is your brand message and image conveyed the same every time? Is your core essence expressed consistently, regardless of whether it’s expressed in print, online, or in-person?
Persistency: Are you getting that message “out there” often enough? Given that we know it takes repeated exposures to your brand in order to turn targets into prospects and prospects into customers, you need to have a regular, sustainable plan for providing those interactions.
While “persistency” is largely a matter of budget and opportunity, the good news is that “consistency” really doesn’t cost you anything other than the initial investment in uncovering and clearly articulating your key brand messages.
This is an essential branding rule that we encourage our clients to live by, no matter how they reach out to their target audiences.
About Steve Goodwin
Steve Goodwin is Vice President of Brand Strategy at AXIS Communications, a leading national brand marketing firm. A veteran marketing strategist and noted wordsmith, Steve’s ideas and messages help AXIS clients “move the needle,” building strong, memorable and profitable brands for such leading organizations as General Dynamics, XO Communications, Cafritz Company, Britten, Inc. and the National Restaurant Association. Prior to joining AXIS, Steve served as Senior Strategist and Copywriter at Signal Marketing Group, where his clients included Motorola, SAIC and the Financial Services Information Sharing and Analysis Center. Steve holds a Bachelor of Arts degree in English from Hamilton College.