Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Monday, April 24, 2006

"Consistent Image is Everything"

John Jantsch’s post written on Wednesday, April 19th, titled “Consistent Image is Everything”, goes into the subject of small businesses and maintaining a consistent brand image. This blog is similar to others that he has posted, as he is passionate about the idea that you have to be consistent in the image that you portray to your customers. This blog is different than the others because it does not just argue that you want to remain consistent over time, it also argues that you should stay consistent at one point in time, meaning that all your campaigns and marketing materials should have a consistent message. Jantsch points out that “the reason people resist change is because they like to have their expectations met and what they perceive as change often comes in the form of inconsistency. Prospects and clients like to know that when they do business with you, it will occur in the same manner they expected each and every time. The level of service, the delivery, the quality and, yes, even the bill needs to meet their expectation.”

Jantsch points out that many small businesses do not have a consistent image within their marketing campaigns. They produce different colored materials, with different fonts and messages written on them. Some companies even have their marketing materials produced by different agencies, with completely different techniques and tactics. He argues that this deteriorates from your business because you will not be recognized by your consistent image. He does not discourage change if your campaign is not effective; he just argues that you have to change everything if you are going to change anything. The point he strives to get across throughout the blog is that “inconsistency breeds doubt and small business owners can't afford doubt”. He also points out that it doesn’t matter if your campaign is very simple, you can still make it effective by being consistent and thorough in your marketing efforts.

This blog is marketing related because Jantsch touches on important points for small businesses and their marketing efforts. He explains that for small businesses it is crucial to maintain a consistent brand image so that you attract customers and do not confuse your target market on what your company is there for. He relates the blog to marketing throughout by stating that it doesn’t matter how much you spend on your brochures and other marketing materials, it only matters how effectively you use them to your advantage.

The post informs marketing by educating the reader on a common small business problem. It informs the reader that, although you can change your marketing tactics and strategies, you have to maintain a consistent image at a point in time. This means that you have to have marketing materials that go together and support the same brand image and message. This blog improved my understanding of marketing by discussing effective marketing strategies for small businesses. It improved my understanding of how many small businesses lose their customers out of confusion and an inability to be recognized because of their inconsistent image.

My one critique of John Jantsch’s blog titled “Consistent Image is Everything” is that it is very similar to other posts that he has written. He brings up some different points and valid arguments, but for the most part the idea has already been explored by him in previous posts. It would be good to read things he writes on other marketing related topics besides consistent brand image.

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