K.I.S.S. and a Consistent Message

One of the most important issues for a new business (or a new product/service) is the task of building awareness. Potential customers must be made aware of the company or its offering in order to encourage product trial. Without high levels of awareness sales potential cannot be realized. Promotion is important to any effort in bringing about awareness. A key component of promotion is the development and building of a consistent message.

Companies accomplish a consistent message by using slogans, jingles, or a catchy brand name or symbol. “Just do it” (Nike) and “When you care enough to send the very best” (Hallmark) are just a couple slogan examples that helped build 95%+ brand recognition for their companies. The “Morton Salt girl” and the “Prudential rock” yield a high level of recognition through years of repetitive use. Seeing the Morton symbol reminds us “when it rains, it pours.” Prudential’s symbol reinforces that the company “has the strength of the Rock of Gibraltar.” These messages have remained consistent over several decades and have been proven effective.

The old K.I.S.S adage- keep it simple stupid, or more nicely put, keep it short and simple- is really true in promotion. Fast, hard-hitting, and memorable lines are important. After all, we only have seconds to make an impression that will achieve a favorable customer response. We must make sure we covey a desired message on that first contact. For high name recognition in our local market the simple, consistent message starts to answer three key concerns. What do we have to offer? How will it fulfill their wants or needs? How are we different from others offering similar services? In the final analysis WIIFM prevails. We all want to know “What’s in it for me?”