A common problem among small businesses and their attempts at marketing is that they hear about various marketing strategies from a variety of sources and then they try to implement them all into their overall advertising campaign. They may hear that the color brown elicits trust, whereas links that are colored blue are more likely to get linked, all while the primary color for the business is red. What ends up happening is that the company message gets all muddled and the business never really gets established in the community.

Consumers won’t remember companies that go about things from a million different directions. When you decide on a marketing campaign for your company, it’s important that you maintain a certain level of consistency across the entire campaign. Even if it’s not an outright advertisement, everything associated with your business should have a common theme or feeling to it. When you look at marketing for BlueFur, the color blue always features prominently and there’s a good chance that you’ll see an image of the furry blue monster.

Be consistent not only in the look and style of your various marketing materials, but also in your ad message. What is it about your company that you want to emphasize? What is it that you want people to know you for? To remember you for? This consistency should be maintained across everything, including business cards, letterhead, envelopes, invoices, signage, banners, newspaper ads… everything.

By being as consistent as possible, you will have a much better chance at establishing your brand in the marketplace. Can you imagine of every Starbucks store had a different color scheme or if certain Nike advertisements lacked the swoosh altogether?