The Marketing Corner: Driving Consistency

By Adele Lassere
Adele Lassere
Adele Lassere
February 8, 2015 Updated: February 8, 2015

Most Americans have a favorite restaurant. It’s their go-to in a pinch when they don’t want surprises or for special occasions.

The bottom-line on these preferences is consistency. Consistency applies not only to eating but to most things in business. Companies spend a lot of time courting consumers and highlighting apparent and transparent qualities from competitors. But, one often overlooked trait is the lack of consistency within the company itself.

This lack of consistency internally can make or break profits. Successful companies should have a well-established message development process. This process should be followed by everyone within the organization, from marketing to sales. It’s like singing a song; if the wrong verse is sang by a few, the song doesn’t sound right nor is it enjoyable to the listener. There should be accountability to ensure the process is followed. It’s a simple, but important concept.

The marketing message developed should put the consumer’s interests first. Best practice includes:

  • Set brand guidelines to maintain consistency
  • Provide staff training to ensure everyone understands the brand guidelines
  • Develop templates that can be shared through-out the organization
  • Appoint a gatekeeper to ensure all brand protocols are followed to enforce accountability

The aforementioned messages have assisted many businesses, regardless of their size, to realize success. It is paramount to breathe consistency within your organization. Once realized, this concept can help all of your employees sing the same verse.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide); available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: