Why Repetition is Under-Rated
In today’s world, it’s tough to get noticed. One really effective way to ensure your brand sticks in people’s minds is through repetition. I came across a tweet from Kay (@Dwriteway) that sums it up nicely:
- Post it once; they will forget.
- Post it twice; they will notice.
- Post it often; they will remember.
- Repetition is real branding.
Ironically, seeing this reminded me that I do know this. Throughout the past 14 years that I’ve been involved in marketing teams, this is one principle that has been ever-present, and if it’s not, it should be. The most commonly used guideline is the three points of contact rule, and I’m not talking about Health and Safety training on a ladder.
The Forgetting Curve Explained
Ever heard of the "forgetting curve"? As humans, we tend to forget things quite quickly if we don’t keep seeing them. With all the content flying around, one attempt isn’t going to cut it. Repeating your message helps keep it fresh in people’s minds.
It’s easy to feel deflated when you don’t see the results you wanted the first time. Try again, and then again. By then, you’ll have enough information to know that this particular strategy isn’t working, and you might have collected enough data to identify which parts are effective and what to focus on. You didn’t give up on walking the first time you tried.
Building Brand Recognition
The more people see your brand, the more familiar it becomes. This is basic marketing. It’s essential to remember the fundamental principles when you're trying to stand out. If someone keeps seeing your brand pop up, they’re much more likely to remember it when they’re ready to make a purchase. The key point here is “when they’re ready to buy”.
Gaining Trust and Authority
When you keep sharing your message, it helps build trust. People start to see you as a reliable source. In a world where everyone is trying to sell you something, being trustworthy, consistent, and reliable can really set you apart. Be the business that provides the customer experience you’d like to receive in the end.
Local Brand Awareness
For small to medium-sized enterprises (SMEs), local brand awareness is crucial, and repetition plays a significant role here too. When people in your area keep hearing about your business, whether through social media, local flyers, or community events, they begin to associate your brand with familiarity and reliability.
Local customers are more likely to support businesses they recognise, especially when they’re looking for services or products nearby. Repeatedly showcasing your brand in local spaces can enhance community engagement and loyalty. Consider sponsoring local events or collaborating with other businesses; each touchpoint is another chance to reinforce your brand’s presence.
As an added bonus, it can also help when hiring for the company, filling empty vacancies.
Wrapping It Up
As Kay points out, repetition isn't just a marketing trick; it’s what branding is all about. By embracing repetition, you can ensure your messages stick, build recognition, and earn trust.
To provide some examples, Coca-Cola runs the same catchy ads during the holidays every year, ensuring their festive spirit is unforgettable. In the digital realm, brands like Nike often use the same taglines and visuals across various platforms, ensuring they resonate with different audiences.
For SMEs, the benefits of repetition can be game-changing. By consistently sharing messages across both digital and print platforms, SMEs can strengthen their brand identity without breaking the bank. Whether it’s through social media posts, newsletters, or flyers, repeated messaging can help build a loyal customer base, enhance visibility in local markets, and ultimately drive sales.
In a world full of distractions, brands that repeat their messages effectively are the ones that truly stand out.
