We hear this advice all the time about being consistent in our marketing. "Be consistent, be consistent, be consistent," they say.
But let me tell you something... being too consistent can really stifle spontaneity and creativity if you're not careful, and your content can quickly become dull and monotonous.
The Problem With Being Too Consistent
Now, don't get me wrong... consistency is important. But sometimes we get so caught up in making sure every post is perfectly on brand and every email follows the same template that we forget to let our creativity shine.
When you're too rigid, you're missing out on the opportunity to inject some spontaneity and personality into your marketing. And that's a shame because it's these touches of spontaneity and personality that can make your content truly engaging.
For example, if you've scheduled a blog post to go out at 10am every Tuesday for the next three months, it can be tough to keep things fresh and exciting. By always adhering to a strict publishing schedule, you may also miss out on opportunities to create timely content that resonates with your audience.
Having a consistent publishing schedule is important for building an audience and keeping them engaged. But it's equally important to leave room for spontaneity and flexibility in your content strategy. Remember that sometimes the best ideas come from a moment of inspiration or chance encounter. This means being open to change when an opportunity arises, taking risks with new and creative ideas, and not being afraid to experiment with different types of content.
Being too consistent and rigid can make your content dull and monotonous.
Embracing Chaos and Unleashing Creativity
So here's my advice to you: embrace a little bit of chaos!
Don't be afraid to mix things up and try new things in your marketing. Sure, there may be some missteps along the way, but that's all part of the process.
Maybe one week you send out an email with a ridiculous meme instead of your usual inspirational quote. Or perhaps you decide to do a Facebook Live video in a funny hat. (Just make sure it's not a traffic cone, okay?)
Finding the Balance
Now, I know what you're thinking: "But what about consistency? Won't all this random content confuse my audience?"
And you're right, there is a balance to be struck. Don't let your brand guidelines suffocate your creativity and spontaneity, but don't abandon them entirely either. You don't want to veer too far off course and leave your audience scratching their heads. But at the same time, you don't want to be so consistent that your content becomes robotic and predictable.
The point is, your audience wants to get to know the real you and see some personality shining through in your marketing. So don't be afraid to stray from the norm and be a rebel now and again.
Don't let your brand guidelines stifle your creativity. Instead, find a way to strike a balance between the two. Your audience is looking for content that's engaging, informative, and entertaining. So don't be afraid to think outside the box and inject some personality into your marketing messages. And most importantly, have fun with it!
And remember, consistency doesn't have to mean boring.