The Value of Consistency

Welcome, entrepreneurs, investors, and other interested readers. Today I am writing to you about the value of being consistent, not only as a marketing tool in business, but in all areas of life.

Consistency as a business descriptive term means maintaining conformity, typically that which is necessary for the sake of logic, accuracy, or fairness in the marketplace. When I use the word ‘consistent,’ keep in mind that I am talking about the need to remain consistent and creative, not shaping yourself into some kind of predictable, overdone methodology.

You don’t have to search very long to find in-depth articles on the importance of being consistent across all your channels of communication in business. Magazines like Entrepreneur, Bloomberg Businessweek, Forbes, Inc., and Wired, are full of valuable insights into how to effectively communicate your business message (a.k.a. your mission statement) to your customers. Your Tweets should mirror your blog posts, right? Your statements in interviews should reflect the same message. In marketing circles, this is often called being “on brand.”

Across the globe, there is a significant amount of money being spent on having designated communicators for your business, and this designation is a valuable one. From the very beginning, every business should have designated spokespersons, even if those persons have to wear two hats for a while and combine communications with other responsibilities.
Here is my point for this blog — the elevator pitch for consistency. Sometimes the effort to remain consistent turns in on itself, and the company message begins to sound like one that is being spoken in a robot voice, not a human one. (This is not good, unless you are selling robots, of course.)

Whenever I am invited to speak to a group of business leaders, investors, or students, I make speaking from the heart one of my main goals. Sometimes I am criticized for this, but I don’t mind. This is because I know from experience that there is something unique and wonderful about sharing what you have learned with others in a straightforward manner. You are not an actor speaking from a script. Should you have notes when public speaking? Absolutely. But only to keep yourself on track, not so that you can speak predictable and robotic sales and marketing jargon to your audience. Sooner or later, if you are not sincere, your audience will figure that out, and when they do, your business acumen (or lack thereof) becomes evident.

Consistency is important and valuable. When you make it your mission to be consistent and creative, and to speak out of sincerity and integrity, it’s easier to embrace change. Your business message is much easier to shape according to the culture and understanding of your audience. This creative consistency also makes it easier to admit mistakes, to change policy, to upgrade and update your products and services whenever needed, and your business message stays exactly the same.