In today’s lightspeed business world, the temptation to chase immediate results often overshadows the reality of what it takes to generate long-term branding success, think Cartier, Waitrose, Clarks, Damien Hirst etc.. The Rule of Seven is the principle that customers need a minimum of seven interactions with your company's touchpoints before your product or service resonates with their need or want. Like any great friendship, positive repetition remains a cornerstone of building strong, lasting connections. Yet, many businesses falter, pausing their efforts after a single win or expecting instant results after a big feature then …crickets.
If you are running your own business, you are deeply courageous. Getting up again and again becomes second nature.
Marketing vs. branding: A delicate dance
Marketing and branding are two sides of the same coin but serve different purposes:
- Marketing drives immediate action, clicks, purchases and enquiries.
- Branding is about building recognition, trust, and loyalty over time.
Marketing campaigns may provide a quick boost, branding turns one-time buyers into long-term customers. Without consistent efforts to disseminate your brand, even the most successful marketing campaigns can lose momentum.
Why you need to keep going, even after big wins
It’s easy to assume that a significant piece of media coverage, a viral post, or a successful campaign means you have “made it.” However, these moments are just one sole touchpoint in the customer journey. Here iss why it’s essential to keep going:
- Awareness = action
Huge coverage might create buzz and website visits, but that doesn’t mean your audience is ready to buy. They have noticed you, but they need to see your brand multiple times to build trust and make a decision. - Sustained visibility builds credibility
By continuing to show up through consistent campaigns, social posts and website updates, you positively reinforce your presence to them. Gradually customers will associate your brand with reliability and expertise. - Momentum matters
Do you want to be yet another trend (if you know me you know I cannot stand trends). Pausing or even stopping after a win can make your brand feel like a fleeting trend. Consistency helps you stay top of mind, turning fleeting interest into lasting loyalty.
Your website: The strategy hub
Your website plays a vital role in applying the Rule of Seven. It’s where your branding efforts come to life and where customers can repeatedly engage with your story.
How your website supports the Rule of Seven
- Consistency across channels: Your website should reflect the same visual identity, tone, and messaging as your marketing materials to reinforce recognition.
- Reinforcing trust: Use testimonials, case studies, and detailed product descriptions to build confidence.
- Driving repeat visits: Regularly updated blogs, newsletters, and engaging features encourage customers to return.
- Building a seamless journey: Ensure your website provides a clear path from awareness to action, guiding visitors to explore your brand and make decisions.
- SEO plays a major role in being found. Join LinkedIn, sign up to directories, post on your socials etc.: Have you ever had a great chat with someone at a party and then never got their number? Me too. In this case, you need to be easy to find.
Action Stations Folks!
Weaving your branding to business your strategy.
Understanding the Rule of Seven is key to creating a business strategy that prioritises long-term success:
- Commit to consistency: Build your strategy around consistent efforts whether through content, social media, or outreach over time.
- Measure with patience: Resist the urge to judge results based solely on short-term metrics. Instead, track engagement and repeat interactions as indicators of future success.
- Align with your audience’s journey: Map out the customer journey and ensure your branding efforts provide touchpoints at every stage—from discovery to loyalty.
Takeaway: Branding is the marathon, not the sprint.
The most successful businesses understand that branding is about the long game. Your website, social media, and marketing campaigns are tools to keep showing up, creating the touchpoints needed to build trust and loyalty. If you have just had a big win whether it’s media coverage or a spike in traffic. Keep going. Double down. Use your website to guide customers deeper into your brand story and show them why you are worth their time and trust. Want to integrate the rule of seven into your business strategy and use your website to create lasting impact. Together, we can build a business that resonates with your customers. Let’s set you up for the long game, get in touch.
