Consistent messaging: how integrated marketing communications builds trust

In personal relationships, we generally begin to trust people when we feel we know them. Conversely, if during each interaction a person changes the details of their life story—even just the finer details—trust diminishes.

The same can be said about the business world. Simply put, you cannot expect potential clients to put their trust in your organization—and more importantly, invest in it—if your messages do not match across your online, print and other promotional materials.

When businesses approach target audiences with inconsistent messaging, they run the risk of appearing disorganized, disjointed and even dishonest.

This recent article shows that most senior-level marketers consider it vital to consolidate key messages across an organization. However, despite this belief, few businesses actually follow through on making it so. Granted, it is a major undertaking for any organization to ensure all messages are consistent across all materials, every single time something needs to be updated.

But you can’t put the onus on your audience to figure out themselves which data are “right” or the most up-to-date. Generally speaking, everyone in the free world is busy with work and family obligations. That leaves little time to absorb every piece of information we receive in a given day.

This is all the more reason to make integration a priority. A consolidated, clear message stands a much better chance of attracting your audience’s attention, holding their interest, and making a profit.

By integrating all communication tools so they speak consistently with one voice all the time, every time, you will realize that the sum is truly greater than its parts.

Trust me.