The practice by which a company talks about its values, products, and services, or the specifics of a marketing campaign in the same way. Aimed to strengthen the impact, a consistent message driven across channels and touchpoints reinforces its meaning and shines a spotlight on what an organization truly wants to communicate to its customers.
On the flip side, inconsistent messaging can confuse audiences, degrading brand sentiment and wasting valuable resources as well as media budgets.
When it comes to personalization, though, it’s important to separate a consistent brand message with that of a message customized to an individual based on signals like past behavior and preferences. Within this context, consistency speaks more to the cohesiveness of customized communication a user experiences from a brand as they traverse the customer journey across various channels and via different devices.