Repetition is the mother of all learning.
This phrase is so old, it’s actually a Latin proverb: Repetitio est mater studiorum.
And it’s stuck around for good reason. Consistent presentation of a brand can increase revenue by an average of 23 percent.
Aside from the revenue implications, repetition and consistency can help challenger brands compete in a busy market. Consider this: audiences need to see a message seven times before it sinks in. If your marketing frequency is too low, your brand message will simply blend in to the crowd.
As you develop your marketing strategy, these tactics can help you harness the power of repetitive, consistent outreach:
- Align Your Teams: The biggest negative impact of inconsistent brand usage is the creation of confusion in the market. To be effective, your brand message must be both aligned and integrated across all departments – leadership, sales, marketing, PR, HR, and everything in between.
- Develop a Cadence: At the start, map out a cadence for message distribution. Factor this repetitive outreach into your budget. Err on the side of over-communicating rather than risking not connecting with your audience enough.
- Map the Message: Don’t lose message consistency as your company grows. Create a brand guideline that maps out the narrative, the research and the talking points so that when new employees or partners arrive, they’re immediately on the same page.
From social media posts to email marketing to sales materials – every touchpoint you have with your audience should reinforce the message at the heart of your brand.
For challenger pharma and medical device brands, message repetition and brand consistency aren’t just a path to higher revenue, they’re the cornerstones of any “break through the noise” strategy.
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