Consistency in Advertising

One of the keys to establishing a brand and maintaining an effective campaign is consistency. Without consistency, you end up with mixed messages and conflicting demonstrations of what your business and your image are.

Consistency is necessary to successfully achieve frequency of impressions. If your brand and image are consistent across all forms of advertising – from stationery to brochures to TV commercials – then you create and present a common, unified theme to your target audience, making it easy for them to recognize and remember you.

A campaign without consistency dilutes itself. The lack of a coherent message and overarching scheme does not present one campaign, but several all at once, confusing and ultimately losing your customers.