Coaching Thought Leadership

The Consistency of your Brand

Consistency is one of the priciples of engagement that will provide you with stickiness in your social media activities. Stickiness refers to the regularity in which your audience will follow and engage with the content that you communicate.

Take a scroll through your social media timeline. What do you see when you look at the posts on your timeline? Take a moment to think through the motivation behind why people post that information. Are they looking for validation on their opinions or their feelings? Are they looking to change people’s opinions? What are the goals that they are trying to achieve by sharing this information? You will notice that very few people online have a cohesive social media strategy. The average person on social media does not follow the principle of consistency. The average person is not conscious of how it will affect their brand or image when they post or comment on something.

Choosing a theme

The principle of consistency means having a few specific interrelated themes and providing information about these themes on a relatively regular basis. Consistency will allow you to develop a high level of trust as you become known as an expert on a specific theme over a period of time. As your audience read your articles they become familiar with what it is that you are an expert in. They also develop trust that you know best about this area of expertise.

Discipline of execution

Consistency requires a certain level of discipline and conscious choice when sharing content. It also requires curating the information that you will share to your audience. When you are consistent in what you share it develops credibility with your audience and allows them to relate to you in more depth.

Consistency does not mean sharing the same post over and over again. It also does not mean only discussing one topic over and over again. It does require you to explore fresh angles of various sub-themes relating to your main themes. Let us take an example. If you consider being know in executive productivity management then ‘productivity management for executives’ would become your main theme. A sub-theme to that might be ‘delegation for executives’ or ‘measuring productivity’ or even ‘managing your work-life balance’. Distracting from these themes might be posts such as ‘recycling batteries of electric vehicles’ or possibly ‘ways to date after divorce’. It is important that your articles should always be consistently relatable with your audience.

Consistency and creativity

Being consistent does not imply being boring. On the contrary, you need to be creative in putting content in front of your audience that will constantly remind them that you are the expert and that you are thinking through the various different angles of the theme that you have chosen. AS long as you are keeping with the theme you might also change the type of media that you use. You could change to sharing a video the one week or share an article the next week or even an interview with someone. As long as the theme remains consistent and you are broadening the information that the client receives you will be making progress in building your brand.

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