StoryPath Communications

Consistency, Authenticity, and Connection in Marketing

We have all been there – scrolling through online content peacefully and then all of sudden… BAM. We get hit with some random ad promoting a certain service or product. Sometimes it’s personalized and sometimes it’s not. The average person is hit with thousands of ad messages every day, even though they may not realize it.

There’s a lot of noise out there as so many companies are trying to reach their customers with their specific message. So, as a business owner, how do you break through that noise? With consistency, authenticity, and connection.

These three things are absolutely crucial for small business and nonprofit marketing where building relationships with your audience is important. Like many things, it requires having a plan and being intentional with time and resources.


We know we say this a lot, but consistency is key. If you aren’t consistent, you might confuse your audience or have people starting to question if you’re still in business. Of course, that’s the last thing you want! When developing a marketing strategy, plan for consistency in the voice, style, and frequency of your content. It’s important to keep in mind what strategy is realistic for you. You might have lots of great ideas for how to market your business, but if you don’t have the time to do it consistently, consider scaling back to what you can manage with consistency.


Ask yourself, who are you and what can your audience expect from you? Then deliver on that promise. Try not to get in the comparison trap of copying what another company (whether a competitor or a large brand) is doing. Customers want to connect with YOUR business for a reason. The moment you stop being yourself, it’s noticeable and you lose your authenticity. Be who you are as a brand and keep your promises with your customers.


At the end of the day, people want to feel connected. It’s a part of being human. So, find ways to connect with your customers. Make it clear in your marketing that you want to hear from your customers. Don’t just post a couple times a week and leave it at that – engage in the conversation on your social media platforms. Let your customers know you are involved. Thank them for their reviews and positive comments. Send a handwritten note in the mail periodically or drop a quick email note along the way.

While there’s lots of noise from companies competing for customers, there’s also lots of opportunity to stand out from the crowd through consistency, authenticity, and connection.

If you need help developing a communications strategy to reach your customers and develop long-term relationships, contact us for more information about our services.

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