There are a multitude of reasons that integrated marketing communications are essential in the marketing world. 
Simply speaking an IMC plan includes market/target audience research, channel selection/ implementation, multiple analysis’ and evaluation’s.

Individuals use an IMC plan to do things such as:
– Increase and develop Brand Awareness.
– Increase sales/ Market Share.
– Build Brand Image

Whilst all things strategy, planning, evaluating, and integrating are highly important in any type of communications.
I would argue, consistency is the most important aspect of IMC and without it, the whole communications and marketing mix would unravel at the seam.

Why?
Well; constant themes, imagery, branding, and packaging creates a cohesive message to consumers and helps build connections with them.

A consistent look communicates a brand that is comfortable in its image. Apple, for example, uses the colour white for all its accessories such as cables, headphones, docks, and connections; the same with its current packaging.
Furthermore, it comes using the same font and logo on their packaging, websites, products etc.

This highlights that:

1. The brand is confident in its look, style and feel.
2. Consumers can quickly identify authentic apple products against third party competitors, which is good for brand loyals.  
3. The products can stand out when in the retail scape and can build demand from exclusivity.

Consistency in IMC also derives from the messaging to the consumer.
A company that uses consistent messaging across all IMC channels is Coca-Cola.

When introducing slogans, the company incorporates them to all of their communication channels such as tv, online, instore, and even on more traditional formats such as billboards and posters.
Currently using the slogan ‘taste the feeling’ this consistent message resonates the slogan with the brand and furthermore generates happy emotions regarding the drink as marketing is based upon the link of happiness and the taste.

If consumers are confused about the media and marketing that a business puts out into the world, there would be negative implications for the business. It would be harder to generate repeat sales, brand loyalty and awareness and a clear business vision.

So tell me, what do you think?
Do you think that consistency in IMC is the most important part of the marketing plan?
Or is there another factor that I haven’t considered?
Let me know below!!