A consistent brand message is more important than ever.

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I read a New York Times article this morning about another way the Internet is changing advertising: by extending the life of traditional television campaigns.

It made me think.

With consumers having access to older commercials via YouTube and similar sites, it’s now more important than ever to maintain a consistent brand message – especially if you’re a mid-sized hospital that may only produce a handful of spots each year.

Since your spots can live on the Internet long after your broadcast schedule expires, they now have the opportunity to carry your messages to audiences well into the future. This can be an incredible asset, enabling you to show growth and development in directions defined by your brand  – but only if every  spot you produce is well grounded in those values.

So it’s time to make sure you know who you are. Are you the high-tech hospital? Are you the leader in personal service, attention and care? What are your core values?

It’s also time to take stock of your current, past and planned marketing initiatives to ensure that they truly reflect your brand. Any departures will be obvious both to you and your consumers.

When all of your creative expounds on your core brand, your commercials will continue to work for you long after they’ve left the local airwaves.

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One Response to “A consistent brand message is more important than ever.”

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