Consistency builds trust. Why? Because you teach people that they can depend on you, that you'll be there every time they need you. You become familiar. Familiar becomes safe. And we trust "safe" - especially now. So consistency is the golden rule when it comes to marketing. Wouldn't you think that McDonald's and Ford and M&M's would lay off the advertising for a while? Especially when it's fairly safe to assume we all know what they are and where to find them? Yet they don't. In fact, they wouldn't dream of stopping. Why? Because they understand that consistency is simply THAT important. Here's why.
