One of these things is not like the others,
One of these things just doesn’t belong,
Can you tell which thing is not like the others
By the time I finish my song?
I’ll bet that if you walked into a conference room with samples of your collateral — business cards, brochures, flyers, posters, eBooks, case studies — and placed them across the length of a table, you would discover that many things did not look like they belonged. And that is a problem. Your marketing collateral is a customer-facing representative of your brand story. Each piece needs to share a high level of consistency with every other piece. Otherwise, you are telling a fractured story.
This was evident to me during a recent trade show we attended where old and new business cards mixed with old and new brochures and banners — all in the same booth — over and over again. It is tough to let go of collateral, I understand, but if you are concerned about the environment, recycle the old materials that do not match — and stop printing so much stuff in the first place!
Because the worst thing that could happen is that prospects see your lack of consistency as a lack of focus or caring.
What do you think?