Inconsistent Marketing is Ineffective

If I asked you to think of a coffee brand, which one comes to mind? There’s a good chance it might be Starbucks. This company has built a legion of loyal customers over the decades, and even if you’re not one of them, you still know Starbucks! A big reason for their success is their strong branding and marketing. I’m not just talking about the logo, which is instantly recognizable. It’s about all the cohesive messaging across various platforms and mediums, which creates a sense of reliability and trust with consumers.

Regardless of what a business sells, what size it is, or who its target audience is — consistent marketing is vital. Yet one thing I see often with many smaller AEC firms is the lack of consistency across their marketing — whether that’s collateral, messaging, social media, or website design. As a small business owner, I understand the struggle of trying to take on all aspects of running a business, which includes marketing, human resources, and accounting among a myriad of other items. Let’s face it, it’s really hard to do everything (and do it well)

Sometimes it may just seem easier to find somebody to do one specific thing that is related to your marketing, like social media. Consider the following scenario… You hire this person to manage your social media creating the graphics and content. Then you find another individual (maybe it’s your daughter‘s best friend) to build your website. One of your in-house employees is pretty good at writing, so they tackle all the copy for your marketing. Then you hire a professional who’s been in the industry for 15 or 20 years to help write proposals and prepare for interviews. Then you hire an intern from a local marketing school at your college to revamp your marketing brochures. Now step back and think about it — that’s a whole lot of people involved in your marketing who probably NEVER interact or share their ideas with one another. Even though they may each produce quality work, the overall result can still look like a mismatched drawer of old socks.

As a consultant, I come across this challenge often when working with AEC firms. Within just a single firm, it can look like they have five different messages and five different brands. Yes, the logo is the same, but the messages are all completely different because — remember the scenario above — they were written and created by five different people. The look and layouts are inconsistent. The only thing that really ties the pieces together is the logo, which is a pretty weak brand just by itself.

In addition to weak visual branding, what are the other dangers of inconsistent marketing? It leads to marketplace confusion, lack of trust and even being associated with poor quality. People won’t know what you stand for or what you have to offer. Ultimately, it can hamper your ability to attract prospects and build customer loyalty. That’s not something that AEC firms — or any business — can afford to risk.

From your website and social media profiles, to your proposal presentations and trade show booth, to your invoices and other post-project materials — the message and graphics must be crystal clear and cohesive across every touchpoint. Businesses who invest in their brand and marketing presence will reap the rewards (and you don’t need the budget of Starbucks to do it).

Insert nu marketing! Our team will come in to assemble a marketing plan as well as oversee the implementation of this plan. We handle all marketing tactics, so your brand is cohesive across every platform. We understand the importance of communicating a consistent image and message to your clients and prospects.

Nu marketing would love to sit down with your team to talk about your marketing plan and how to improve it. We can still use the same people mentioned in the scenario above if you love them and they do a great job. You just need someone to manage all the messages and graphics, making sure they align with and reinforce YOUR brand. Reach out today at [email protected].

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