In modern marketing, new technology has opened doors left and right. The capabilities of companies to reach greater audiences has become the norm, making it very important to set one’s brand apart from the competition. Consistency and personalization are two main strategies that many modern businesses are finding success with.

Brand consistency refers to showing up on each marketing channel with the same voice, appearance, message, and values. From social media pages, to websites, to advertisements, it is important to maintain a consistent image. This helps attract consumers and increases brand affinity. 

Hyper-personalization is another way to attract and retain loyal customers. This method is powered by AI, using algorithms to collect and utilize data based on user preferences. These algorithms can help to make individualized suggestions towards users or personalize their experience with a product or service. Notable companies that have found success using this strategy are Netflix, Amazon, and Starbucks.

The product of these strategies can be seen all around us, as many modern brands are excelling in the digital space. Sales, affinity, relevance, and overall value of brands increases when companies adopt these strategies. The cost of poorly handled content and brand image is high, showing the true need for adopting these marketing strategies.