The Power of Repetition
Picture the scene. You're at the pub, drink in hand. You have a killer story to regale your rapt audience with. Only to hear, ‘yeah, you told us that one already…'.
Ground swallow me up.
Repeating a story (or even worse, a joke…🫣), is a unique form of torture. Even if it's with your best pals, it instantly makes you feel like the most boring person on earth.
As brand founders we have that feeling more often than just socially. We're told that the average person needs to see your brand at least 7 times before committing to buy. And we also know that brand consistency increases revenue by an average of 23%. So by that maths, we know the importance of repetition to establish recognition and trust.
In other words, like it or not, you're going to need to repeat yourself a fair bit to get those sales rolling in.
Now as with many things, this is easier said than done. A lot of founders (myself included) worry that they are boring their audience and need to have a new graphic or message each time to keep people interested. (Do you think I'm not bored of the Freckle green colour by now?!). And I've seen a lot of small brands dilute their marketing efforts by using 5 different straplines, 3 different names to refer to their audience members and waaay too many different layouts and graphics on socials.
Don't fall into this trap - in branding, it pays to be a bore! Once you're confident that your product is good, your branding is on point and your messaging talks directly to your customers needs, just hammer that message home.
In the wise words of Grace Beverley, founder of Tala Athleisure, since your customer isn't surrounded by your marketing materials all day ‘you will become sick of your messaging far before your customer will'.
She also wisely advises having one, centralised document with all your product and launch copy that is used by everyone. This ensures a more cohesive message and tone of voice for the customer.
'I don't want to see a sentence that basically says the same thing verbalised slightly differently in two different places. It changes the whole tone of voice of your brand.'
Why déjà vu is your secret weapon:
Our brains are like the world’s busiest office. Information is flying around, phones are ringing, and there’s a constant shuffle of ideas. Amidst this chaos, how do brands make sure they’re not just another file in the “forgotten” drawer? Repetition! When you see the same logo, hear the same jingle, or read the same tagline over and over, it’s like a friendly tap on your shoulder saying, “Hey, remember me?”
👉 Make it easy for your customers
Our brains are like the world’s busiest office. Information is flying around, phones are ringing, and there’s a constant shuffle of ideas. Amidst this chaos, how do brands make sure they’re not just another file in the “forgotten” drawer? Repetition! When you see the same logo, hear the same jingle, or read the same tagline over and over, it’s like a friendly tap on your shoulder saying, “Hey, remember me?”
👉 Work smarter, not harder
Having different graphics, colours, fonts & messaging simply dilutes your marketing efforts and makes your job twice as hard!
👉 Consistency is comforting
Think of your favourite TV show (Schitt's Creek if you're interested). You know the characters, the setting, and even the catchphrases. This brings a sense of comfort. Successful brands do the same thing. By repeating their visual and verbal cues, they create a consistent experience that feels like coming home after a long day. It's the marketing equivalent of taking your tights off and unhooking your bra.
👉 Trust the familiar
Ever notice how the more you hear a song, the more you like it (even if you didn’t at first)? (I'm currently experiencing that slow burn with our beloved Taylor's latest album). That’s called the Mere-exposure effect, and it’s a powerful tool in branding. The more familiar we are with something, the more we tend to trust it and even prefer it.
👉 The fun of familiarity
Repetition doesn’t have to be boring. In fact, the best brands make it fun. Think of the playful variations on Google's logo. This is a great example of a brand harnessing repetition by keeping their core element consistent, but adding a twist to keep us engaged and entertained.
Ultimately, repetition is about creating a cosy, familiar corner in your brain where your favourite brands live rent-free. It's like the catchy chorus of a great song—it’s the part you remember, the part that gets stuck in your head, and the part that makes you come back for more. It builds familiarity, fosters trust, and ultimately turns your potential customers into loyal fans.