Just Do It: Consistency is the Mindshare Marketing Advantage No One Talks About

I used to underestimate consistency. "Flashy and new" always sounds much sexier than "steady and stable," am I right?

But then I learned a hard lesson throughout my career in marketing: Being memorable isn't about novelty as much as it’s about repetition.

Consider this: Nike’s infamous "Just Do It" line launched in 1988 to much internal debate. Leaders in the company thought it might be a throwaway tagline they could remove after the campaign ended; Nike's creative team wasn't convinced it was necessary at all.

Yet, the simple three-word phrase resonated with audiences, and Nike began consistently putting it out there on all of their marketing materials. Today, you'd be hard-pressed to find a Nike ad without those words.

In fact, "Just Do It" has become a rallying cry all on its own:

There are two lessons we can take from Nike:

1. Coming up with a values-aligned brand identity; and then
2. Reinforcing that brand identity over and over

Ready for the science behind why repetition works?

It's called the "Mere Exposure Effect," and it was discovered by Gusav Fechner in the late 1800s.

In a nutshell: Our brains are designed to develop preferences for things that we're familiar with.

This is (part of the reason) why we become friends with people we cross paths with regularly, whether through school or work.

We're hardwired to be cautious of new things and people, but familiarity brings down those defenses and increases our positive feelings.

Consistent messaging plays on the Mere Exposure Effect.

Over time, consistency engrains you in people's minds as familiar, trustworthy, and positive.

I continue to see brands, especially in the B2B sphere, struggle to put out consistent content. Maybe their messages keep changing every month, and I can't keep up. Or the brand personalities are swinging all over the place, from formal to way too casual.

When this happens, people forget your brand.

They can't nail down who you are, or depend on you, and they move on. No one wants to spend their finite mental capacity trying to sort through what you're serving up.

In contrast, consistent branding increases revenue by 23% because customers trust familiarity. As you're consistent with your messaging, people begin to trust you and feel connected to you.

While you need to be repetitive, you don't want to be redundant.

That would be pretty boring. Be creative! Vary the formats you use.

At Goldcast, we use a mix of:

• customer stories
• thought leadership
• explainer videos
• social proof

and so on...

As long as we're holding true to our core messages and the way we communicate, variety ensures that things feel fresh to our audience.

Say the same thing, but a hundred different ways.

It's also important to strike a healthy balance between over-posting and not posting enough. We've all seen those brands who always have a hot take about everything and won't stop spamming their messages in every forum. People don't respond well to that, either.

My advice?

Embrace steady, rhythmic content production. In other words, quality messages, consistently delivered.

Mindshare marketing is a marathon, never a sprint.

In a world where attention fades fast, consistency boosts the chances that you're the brand buyers recall without hesitation, when the time comes.

Mindshare in B2B is about being the brand decision-makers think of first when they’re ready to buy. Consistency strengthens this by:

• Reinforcing expertise across every channel
• Aligning leadership, sales, and marketing under one voice
• Reducing friction in the buyer’s journey by building familiarity

Flashy one-off campaigns may win quick attention, but consistent messaging builds the trust needed to convert that attention into long-term brand equity.

Consistency doesn’t live in a silo. It ties directly into other elements of mindshare marketing.

Video-first strategies win initial attention.

Resonance ensures content connects emotionally.

But without consistency, those wins fade.

When brands layer consistency onto video-first storytelling, they create a compound effect: memorable content delivered repeatedly, in a way that audiences come to expect—and trust.

PS: I hope you can see that everything we've talked about in this series is related! The video-first approach helps you win attention, but you've got to have resonance at the heart of your video content for it to work. Then, all that's left to do is be consistent and keep building Mindshare.

It’s not about choosing one over the other. Creativity sparks interest, but consistency sustains it. Without repetition, even the most creative campaigns are forgotten.

Create clear brand guidelines that define voice, tone, messaging pillars, and visual identity. Ensure every team member—from leadership to sales—aligns with these standards.

Not if you balance consistency with variety. Keep the core story steady but refresh the delivery formats—video, blogs, social posts, customer testimonials—to keep things engaging.

Look at brand recall surveys, engagement rates over time, pipeline attribution, and share of voice. Revenue lift is often the ultimate proof, with studies showing up to 23% increases from consistent branding.

Think long-term. Building mindshare isn’t a quarterly campaign—it’s a sustained effort over months and years. The payoff is greater trust, loyalty, and stronger brand equity.

Inconsistency erodes trust. If your brand voice, visuals, or promises keep shifting, buyers may question your reliability. Trust is foundational in B2B sales, and consistency is how you earn it.