Consistency is the last refuge of the unimaginative. (Oscar Wilde)
The only completely consistent people are the dead. (Aldous Huxley)
Generally, consistency gets a bad rap. Many people feel it’s uncreative, doesn’t allow for evolution of ideas. But consistency is extremely important for brands.
People get deluged by 3,000 + messages daily and only the concise as well as consistent messages will break through the clutter. But, as we know from our own experience with Chinese Whispers, being concise and consistent doesn’t always produce the best results. Businesses need to switch people from a hearing to a listening mode.
We all hear gazillion pieces of information each day. But we don’t listen to a lot of information. The more engaged people are with your message, the more likely it is that they really listen to you and spread the word the way it was intended. Businesses need to build platforms to make as easy as possible for people to spread the message. Sure, not every information you disseminate will be spread the way you planned ahead of time. But, as long as people are passionate and enthusiastic, they will be able to spread with the right intent.