Most communications activity comes with a cost and it is important to achieve the best impact. In addition to well targeted content that is relevant to the recipient it is also essential to achieve consistency. You can use these high level questions to help identify if you have any gaps and opportunities for improvement.
- If you placed all your marketing materials (online and hard copy) side by side, would they look as if they came from the same firm?
- Are the colours, words and logo on your website compatible with your printed materials?
- Do you have corporate standards for all personalised communications (e.g. letters, reports, valuations, etc.) that everybody sticks to?
- Is the décor in your offices colour co-ordinated with your logo and other marketing materials?
- Do your staff all answer the telephone with the same welcome?
- Are you sure your advisers and other staff represent your business in the way you want them to?
Achieving consistency does not necessarily increase business levels in the short term but will enhance the appearance and image of your business as time passes. This will increase your chances of inclusion on potential client’s lists of firms they would want to deal with in the future.
David Shelton is a consultant at Stoke Bishop Associates