Four Pillars of Branding - Part 4 (Frequency) - Radiant

The Radiant Blog

Posted by Andrew VanderPloeg

One of our in-house brand-gurus, Brian Klassen, shares his experience in branding and applies it to ministries via a 5-part series called: The Four Pillars of Branding.

Have you ever heard the saying, “My father used to tell me ……”? Do you ever wonder, "why do I remember that so clearly?" Well, I would venture to guess that frequency played a role in it.

In the business of communications, frequency (how often you tell someone the same/similar message) is an often overlooked component. I have also heard all the reasons and excuses for not executing on this idea, but at the end of the day, if you are not repeating your message/story, you are not being as effective as you could be.

Here are just a couple reasons.

  • We just don’t have the budget.
  • It’s such good creative that we only have to show people once.
  • We don’t want to bore our audience with the same thing over and over again.

Proper planning should allow for frequency. If it means cutting in another area so you can build frequency – do it. No matter how good your execution is, one time is usually not enough because we are being inundated with thousands of messages every day. And last but not least, you will become bored of it much faster than your audience. Fight what we call boardroom boredom and tell the message over and over again.

Your brand will love you for it.