From font size to phone answering, ensuring consistency could reward you with the hype of new clients and the respect of existing ones.
I am the kind of person that will severely judge an organisation on a spelling mistake made on social media. If you take longer than a week to reply to my email I will lose interest. If your branding isn’t consistent, or your marketing material isn’t constant you’ve already lost my business.
Whether they are aware or not, your clients are influenced by your ability to keep your encounters consistent. For your clients, consistency means being provided predictable and reliable results, each and every time they have contact with you.
Consistency is one of those constantly talked about minor changes that can make a big difference to how you are perceived by your clients, and the general public.
A few areas where consistency is key in business:
Your appearance. Set some guidelines on how you want your branding to be viewed and stick to them. Your website, social media or email marketing are the first point of call for most potential clients, make sure they are standing as a united front.
Your interactions. Remember when Maya Angelou said “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Develop standard procedures for interactions with clients to help maintain consistently positive experiences.
Your delivery. If you’re going to set high standards, make sure you are prepared to consistently keep those standards just as high each and every time.
Being consistent is not only beneficial for front of house interactions, but also for being able to analyse your organisation’s procedures. Sticking to a constant behaviour or appearance will help to measure effectiveness in processes and plans.
Once created, maintaining consistency is easy and will result in gaining the ‘tick of approval’ from perfectionists such as myself.