Ever tried to be friends with someone who changes their story every week? One day, they’re telling you about their hustle in Sandton, the next they’re talking about chilling kwaMashu, but they never quite finish the story. It’s confusing, hey? You’d probably just think, “I can’t keep up with this one,” and move on.

That’s exactly what happens to your brand when you switch your marketing message too quickly! To get your audience to finally stick around and truly “hang on” (like holding onto that last R20 until payday), you need to be the reliable voice they can trust. That means having a proper strategy and resisting the urge to jump onto the next “shiny object” idea before your audience even gets the first one.

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🍻 You Gotta See It More Than Once to Remember It

Think about the local ads that stick with you; the ones with the catchy jingle or the funny character. You didn’t remember them after the first view, did you? They were the ones you saw over and over again, maybe during Generations or before the big Kaizer Chiefs game.

In marketing, you need to be seen a few times before your brand actually registers. It’s like being introduced to someone new at a braai, you forget their name immediately. But if you see them again a few times over the next month, it finally sticks!

• First time: Aibo, what is this brand? (No recognition)
• Third time: Wait, I think I saw that ad somewhere. (Familiarity starts)
• Seventh time (or so): Shap! That’s the brand that has exactly what I need. (Time to buy!)

If you keep changing your colours and your message every few weeks, you’re constantly making your audience start back at zero. They never get past that initial “Aibo!” stage. Repetition builds recognition, full stop.

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📢 Pick Your Message and Keep the Volume Up

You need to decide what makes your brand lekker (great). Is it “We are the fastest delivery in Jozi!” or “We are the most affordable and quality in Cape Town!”?

You need to pick one clear, strong message and stick with it. This is your brand’s core strategy, your main talking point, your dompas to success.

Why being consistent is better than being fancy:

• Clarity: If your Insta story says you’re “super fast,” but your Facebook post says you’re “the cheapest,” your customer thinks, “Hawu? Which one is it?” They won’t understand what makes you special.
• Trust: When you deliver the same reliable message on your website, your pamphlet, and your radio ad, you look professional, solid, and dependable. People trust a focused brand, especially when times are tough.
• Simplicity: If your message is simple and repeated often, your audience can finally comprehend your strategy without needing to phone a friend. They know exactly what they’re getting.

Don’t let your internal team’s boredom mess up your external success. Just because you are tired of hearing your message doesn’t mean your audience has heard it enough!

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🛑 Don’t Jump Ship Just as the Taxi is Filling Up

The biggest error in Mzansi marketing is giving up too soon.

You launch a new look, wait three days, see no instant viral explosion, and think, “Jeez, that was a flop! Time for a completely new plan!”

Voetsek! Hold your horses! It takes time for the audience to notice and absorb what you’re doing.

When you switch strategies too quickly:

1. You waste the warm-up: All the time and money spent getting the first message out is wasted because you didn’t give it a chance to land.
2. You confuse the loyalists: The few people who were starting to catch on now feel lost because you’ve suddenly changed the subject.

Give your strategy time to breathe and gather meaningful feedback. If the strategy is fundamentally good (e.g., targeting young urban professionals with convenience), don’t change the strategy. Instead, change your tactics (the pictures, the influencers, the time of the post) until the strategy starts paying off.

The goal is to build a steady relationship, not just a one-night party!