When it comes to brand awareness, you may think creativity is paramount. While it is important, it’s actually not the biggest driver that keeps your product or identity on people’s minds; rather, the primary factor is consistency. Read on to find out the reasons why your next ad strategy should focus more on showing up rather than trying to stand out.
How to Build Brand Trust
Did you know that it can take seven or more interactions or sights before someone remembers your brand? Memory can be a fickle thing; for example, can you remember what you ate for breakfast yesterday? With the amount of information we consume daily, it’s easy to see something and forget it right after. This is an important thing to remember with your strategy: a great ad or campaign that you see for a brand won’t be as effective in remembering their presence.
If your brand were to post daily or every other day, even if what you’re posting isn’t a giant, extravagant campaign, your presence matters. Frequent appearances for your audience helps to build trust; this is because it shows them that you’re a reliable and established brand they can count on to see, not just a brand with a “here-and-gone” mentality. The key idea here is to keep showing up for your audience. You can become a familiar sight in a sea of unknown online content.
Thriving Within the Algorithm
Trying to decipher how social media companies’ algorithms work can seem like a difficult task. What is known is that Instagram, TikTok, and other platforms push forward users and creators that frequently post and engage with audiences. Repetition is rewarded with eyeballs and attention. One great post and then silence from your brand won’t do anything, but a series of daily, smaller posts can help move the algorithm toward your favor.
One major benefit, aside from boosting visibility in the algorithm, is that your content will pile up over time. Consistent posting means that, even if a user doesn’t see the newest thing from your brand, they may encounter something from yesterday or even a few weeks ago. It also means that you have a library of content that people can sift through and explore. Consistency helps to build and establish a presence that can stretch back.
What’s the Role of Creativity, Then?
That’s not to say creativity is useless; on the contrary, it’s the foundation for which this consistency can thrive on. Developing a unique brand identity with specific colors or visuals can help enhance your visual presence and let you stand out in a crowded space. It can also make your content easily noticeable as being from your brand and helps create even more consistency. The same goes for brand voice; if you frequently communicate in a certain way, it creates an expectation that it will be seen going forward, helping further establish an identity.
Creativity draws attention, and consistency keeps people looking out for your brand. You can spread out a creative campaign across posts or even post variations on a successful ad that you developed. You can hook someone with a memorable ad or campaign, and keep them aware of your brand through repeated posting and appearances on social media platforms. Consistency and creativity go together perfectly.
A Quality, Consistent Partner for You
If you’re looking for an ad agency with a long-standing presence for your next project, contact us.
