We've talked about the rule of consistency in branding. That is to say, you have a look, style, and message that is associated with your brand, and if you make drastic changes to any element of your brand along the way, you run the risk of losing your brand identity.
Today, I want to discuss a similar concept in branding. It's called the rule of repetition. It differs from the rule of consistency in that it is strictly centered on your messaging. There is a fast-food chain where you can have it your way. There is a soft drink on the market that is accompanied with a smile. There is an insurance company that claims you're in good hands. I didn't name one product in those three examples, but I'm guessing most of you know the product. Here, I'll include the slogans, minus the product name, and I'm more than confident you can provide the answers.
Have it your way at ____.
Have a ____ and a smile.
You're in good hands with ____.
Some of these slogans aren't even used anymore, but they are engrained in my memory banks. Why? Because I heard them over and over and over...and over again. The companies practically used the slogans on a constant loop. You, as a brand, should do the same thing. You won't necessarily come up with a slogan, but if you are a genre writer, include the genre in your brand. For example, you're not Jo B. Writer. You're Horror Author Jo B. Writer. If you'd rather focus on your accomplishments, then be Award-Winning Author Jo B. Writer or Best-selling Author Jo B. Writer. Always use it. Repeat the message whenever you can. Make it part of your email signature. Include it wherever you can. Repeat. Repeat. Repeat.
Richard Ridley is an award winning author and paid CreateSpace contributor.