The word consistency is defined by Webster’s dictionary as steady, regularity, and free from variation. One of the most enduring and important characteristics of strong brands: personal, business, non-profit, or service is consistency. Being consistent is about establishing a pattern of behavior that is expected by your target audience.
This post focuses on numerical or data consistency. Consistency of voice, tone, personality, behavior, culture, image and message are the constants that have to be established and delivered on for all successful brands. The sample group I have selected has been basis to consist of people delivering quality content in a targeted area.
Personal Brands with Numerical Consistency
My sample group consist of Brian Solis, Chris Brogan, Gary Vaynerchuk, PR Sarah Evans, MC Hammer and Kobe Bryant. I took a swag at some very high level data: quantity of tweets and number of blog posts. Let me lay down the ground rules I am not stating by any means because someone tweets a lot they will have a loyal committed following that is organically grown. I am also not saying that because you post regularly that you will become a rock star.
I am focusing on the behavior and patterns of people who are successful in the new media space and adding in the best active basketball player (Kobe Bryant) in the known world based upon results (winning and championships.) There is something that happens when a person goes to work every single day and produces quality stuff. Your reputation begins to spread, your colleagues begin to take notice, promotions begin to surface, and new career opportunities begin to open up. Your network begins to expand because there is something that is inspiring about being around people that produce, being around change agents, and people who are not only passionate but committed to execute on their ideas.
Kobe Bryant is the gold standard for active NBA players by which everyone is being judged against.
(Note: The average number of tweets per day is an average over the life of active Twitter account and is not weighted for current activity.)
Result of Consist Behavior
According to John Jantusch Author of The Referral Engine and Duct Tape Marketing blog he states that it 17 brand impressions of a company before a typical buyer will consider doing businesses. There is a threshold for personal brands as well before customers, career opportunities, and business opportunities will be generated.
What is the result of consistent output of relevant content to a target audience? Consistency creates loyalty, impacts behavior, and connects people emotionally. The business opportunities that can come from consistency are: endorsements, additional financial streams, expanded network, book deals, speaking gigs, and delivering championships to name a few.
