Persistency and Consistency Over Time:  Plants Of The Gods: A Journey To One Million Downloads

The Secret to Strong Brand Messaging and Audience Loyalty

In the ever-changing landscape of digital marketing, one thing remains constant: the need for clear, consistent brand messaging. Whether you’re a business owner, thought leader, or entrepreneur, how you present your brand can either build trust or confuse your audience. More importantly, your ability to stay persistent with your messaging will set you apart from the competition and keep your brand at the forefront of your customers and audience’s minds.

In the height of the covid-19 pandemic lockdown, Dr. Plotkin, a Harvard and Yale-trained scientist and thought leader who has been studying the healing plants and shamans of the Amazon rainforest for almost four decades had just released his latest book “The Amazon: What Everyone Needs to Know” when he turned to the DMMA team to produce a virtual book live streamed launch where he also announced the launch of his podcast “Plants of the Gods: Hallucinogens, Healing, Culture and Conservation.” “Plants of the Gods: Hallucinogens, Healing, Culture and Conservation” is a unique podcast focusing on the hallucinogenic plants and fungi whose impact on world culture and religion.

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While it’s easy to get distracted by trends, the brands that build trust and loyalty with their audience have one thing in common—they stick to their message.

In this post, we will explore the importance of persistence and consistency in brand messaging and how it can directly impact your ability to grow your business, expand your audience, and increase revenue.

Why Consistency in Brand Messaging Matters:

Think about the brands you trust and admire. Whether it’s Nike’s motivational “Just Do It” slogan or Apple’s sleek, forward-thinking approach to technology, these brands have mastered one thing: consistency in messaging. The way they communicate aligns with their core values, audience expectations, and long-term business goals. This isn’t by accident; it’s the result of a clear, persistent strategy.

So why does this matter for your brand?

1. Builds Trust with Your Audience:
   • Inconsistent messaging creates confusion. When your audience doesn’t know what to expect from you, they’re less likely to trust your brand. On the other hand, when your messaging is consistent across all platforms—whether it’s your website, social media, or videos—you build a sense of reliability and trust.
2. Reinforces Your Brand Identity:
   • Consistent messaging helps solidify your brand’s identity. It allows your audience to recognize you easily and understand what your business stands for. Over time, this recognition leads to loyalty. People buy from brands they know, like, and trust.
3. Drives Business Growth:
   • When your brand message is clear and persistent, it becomes easier for potential customers to understand how your product or service fits into their lives. This understanding helps move them down the sales funnel more efficiently, leading to increased conversions and revenue.

The Role of Persistence in Brand Messaging:

Persistence is the fuel that keeps your messaging alive. In the fast-paced digital world, it’s easy to get distracted by trends or competitor strategies, but staying the course is crucial.

Here’s why persistence is essential:

1. Audiences Need Repetition:
   • Studies show that people need to see a brand’s message multiple times before it truly sticks. This is known as the “Rule of Seven,” which states that a prospect needs to encounter your brand at least seven times before they take action. Persistence ensures that your message isn’t just heard once and forgotten—it’s repeated, reinforced, and remembered.
2. Results Take Time:
   • You may not see immediate results from your brand messaging efforts, but that doesn’t mean they aren’t working. Brand building is a long-term investment, and persistence is key. Consistently sharing your message, even when the immediate impact isn’t visible, will pay off in the long run.
3. Overcome Short-Term Obstacles:
   • Every business faces challenges, whether it’s changing market trends, economic downturns, or shifts in consumer behavior. By staying persistent in your brand messaging, you can weather these storms and maintain your brand’s integrity. Customers will notice your resilience and commitment, which can further solidify your brand’s position in their minds.

How to Maintain Consistency and Persistence in Your Brand Messaging:

Now that we understand the importance of persistence and consistency, let’s explore how to implement these strategies effectively.

1. Create a Clear Brand Messaging Framework:
   • The foundation of consistent messaging is a strong framework. This should include your brand voice, core values, mission statement, and key messaging pillars. Every piece of content you create—whether it’s a blog post, a social media update, or a video—should align with these core principles. Having this framework in place ensures that no matter who is creating content for your brand, the message remains consistent.
2. Develop a Content Calendar:
   • A content calendar not only helps you stay organized but also ensures that your messaging is consistent across all platforms. Plan out your blog posts, social media updates, videos, and emails in advance. This will help you avoid gaps in communication and keep your audience engaged over time.
3. Leverage Multiple Channels to Reinforce Messaging:
   • One way to keep your brand message persistent is to share it across multiple channels. Use a mix of platforms like your website, social media, podcast, email newsletters, and video content to reinforce your message. The more touchpoints your audience has with your consistent brand message, the more likely it is to resonate.
4. Adapt Without Changing Core Messaging:
   • While consistency is crucial, that doesn’t mean you should ignore changes in your industry or audience needs. It’s important to evolve and adapt while keeping your core message intact. For example, if a new trend emerges in your industry, you can address it while still reinforcing your brand’s unique value proposition. This shows your audience that you’re relevant while staying true to your core values.
5. Monitor and Measure Success:
   • Persistence doesn’t mean doing the same thing without evaluation. Use analytics tools to track how your audience is responding to your brand messaging. Are your social media posts getting engagement? Is your email open rate increasing? Are you seeing more traffic to your website from video content? This data will help you refine and improve your messaging over time while keeping it consistent.

Persistence and consistency in brand messaging are essential for building trust, reinforcing your brand’s identity, and driving business growth. By sticking to a clear, well-defined message and delivering it consistently across all channels, you can create a lasting impact on your audience. Listen to Dr. Mark Plotkin’s reflection on getting started on Plants of the Gods podcast and hitting 1 Million downloads!

The Amazon Conservation Team is a 25-year-old non-profit that partners with Indigenous and other local communities to protect tropical forests and strengthen traditional culture. Want to learn more about this initiative? Check out their website HERE.

Remember, brand building is a long-term effort. Stay persistent, stay consistent, and watch as your audience grows, your brand strengthens, and your revenue increases.

If you need help refining your brand messaging or creating a strategy to ensure consistency, my team specializes in video production consulting, B2B podcast production, and thought leadership content strategies. Let’s discuss how we can help your brand message reach its full potential.