Brand Building: Reach, Frequency & Consistency

- October 22, 2012

Smart Monday/Promotion

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday where we provide education about all things branding and marketing. We are going to look at three key concepts that are very important to understand when building your brand.

In planning to deliver your compelling marketing message to potential customers, it is essential to understand who you are targeting, how often you will share your message and why consistency is crucial.

The first idea I want you to consider is reach. It’s important to know whether or not you are talking to the largest number of people in your targeted market and how many potential customers are really hearing your message.

The second concept is frequency. How often are you sharing your message with the target audience?

Third is the element of consistency. You should be sharing the same message over and over so that it will stick in the minds of your customers.

Reach, frequency and consistency are critical concepts. You should be selective in targeting because you don’t have to reach everyone, not everybody is your potential customer. Once you have identified the target audience, then it’s important to determine how your message will be distributed to those potential customers in your market area.

When determining frequency, ensure that you share the message enough so that it will eventually stick in the minds of your customers.

Lastly, we will talk about consistency. Have you heard the slogan “You’re in Good Hands with Allstate?” They have been using that message for a very long time; it is relevant and will resonate with customers when they are looking for insurance. Evaluate your business and identify how you can accomplish the same thing when you are sharing your compelling marketing message.

That concludes Smart Monday. Join us tomorrow for Strategic Tuesday. To discuss an online or onsite service engagement and enhance the marketing and branding for your organization, contact James
Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

© 2012 Once a Day Marketing™. All rights reserved.