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Stick With It

By Eric M. Morgenstern, APR, Fellow PRSA
Morningstar Communications

Repetition and consistency are always advocated by marketing professionals. Over time, this consistency builds familiarity and trust with both your internal and external audiences.

However, just about the time your external audiences are starting to hum your jingle and recite your tagline, your internal audiences are starting to think about a change. The internal groups have seen it printed on collateral material, scrolled at the bottom of internal documents and scripted into every staff meeting. They could recite the key messages in their sleep. However, now is the time to hold firm to your messaging and keep that much-coveted continuity. Resist the temptation to change.

Some shining examples of continuity in branding include consumer products such as Kellogg's Rice Krispies, which has used "Snap, Crackle, Pop" since 1932; and services such as Allstate, telling customers "You're in good hands" since 1956. This dedication to a consistent message has gained both brands a strong personal relationship with their audiences. To manage your internal audiences, implement these built-in strategies to ensure the continuity of your message platform throughout time:

Executive Buy-in.  Secure C-level support at the front end of the strategy and message building. You are more likely to garner long-term vision and commitment from your C-level internal clients if you give them an opportunity to support the messaging upfront.

New Look, Same Flavor. Revamp your marketing campaign without changing your messaging. You can keep your message platform consistent but change your graphics, delivery method or spokesperson to keep your campaign fresh.

Prove It. Provide your internal audiences with real-time case studies and wins that prove the campaign is working. Your internal team will regain momentum and enthusiasm for the message when they see how well it is working on the ground.

With a little effort, your messaging platform can outlast almost any change in the business, proving that good messages are the ones that stick around.

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As president and CEO, Eric M. Morgenstern has built Morningstar Communications into an all-star team of marketing, public relations and communications professionals who are dedicated to meeting and exceeding the needs of each client.

In 1997, Eric founded Morningstar Communications, a natural pinnacle to his 30-year career. Previously, Eric served as president and chief operating officer for Boasberg Valentine Radford, as the manager of public information for Hallmark Cards and as an account manager for Brewer Advertising, a division of Young & Rubicam.

For more information, visit www.morningstarcomm.com.