If you have read any of the “2020 marketing trends and forecasts,” you will see personalization everywhere. And there is no doubt about it, customers demand a higher degree of personalization in the messaging and experience you deliver. But, they also expect consistency.

To create memorable experiences, your message must be grounded in a consistent core. Core messages that define and differentiate you from other companies, products and services that your prospects are considering throughout the buyer journey.

Stat of the week - Presenting your brand message consistently across all platforms can increase revenue by 23%

So, before you get all caught up in the personalization craze — make sure you have armed every customer-facing area of your business with a solid messaging foundation. Messages that serve as the foundation for all communication … across all channels. This will ensure that personalization remains rooted in a consistent set of messages that serve as the building blocks of your story — regardless of the medium or channel.

While personalization will continue to grow in importance, nothing will ever have a greater impact on your customer experience than predictability and consistency. In fact, according to a recent article in Forbes, companies that present their brand message consistently across all platforms increase revenue by 23%.