Maintaining consistency in a brand is vital for growing a following organically. Sustaining this idea in various areas of the brand is how a brand portrays itself overall to its audience. A consistent message and production of content are the most important factors for growing a following for a brand.
People stay loyal to brands who constantly put out content because content keeps an audience entertained, and offers insight and a chance for a thorough understanding of what a brand represents. Audiences can't relate to a brand if they don't know what a brand stands for, or what values a brand embodies. The easiest way for a brand to share their message is through content. The more content, the greater chance an audience will understand what a brands message is.
For athletes especially, posting content consistently allows fans a chance to understand them and relate to them as an individual outside of their sport. As fans, we can often forget that an athletes athletic career is not the only thing which defines them. Athletes often define their personal brand around other factors as well, such as family, faith, or philanthropy. The only way for an athlete to show the world those other factors of their life is to post about it consistently.
Once athletes allow themselves to be seen under these different values other than sports, they open themselves up to the opportunity to gain a following from people who identify with those values as well. The only way audiences will see these different identities is by posting consistently to various social media outlets. An athlete who posts about their family a couple times a week, will find a greater following from family oriented individuals than an athlete who posts about their family once a month, because these values are more apparent to family oriented individuals when they see family oriented content consistently.
When we think about athletes like Tim Tebow, who have consistently produced content about his faith, we can easily remember him as not only an athlete, but an individual who is strong in their faith. By defining himself through his faith and athletic career, he opened his following up to both fans and individuals who are also strong in their faith.
Overall, producing consistent content not only allows a brand to be more clearly defined and recognizable, but it allows audiences a chance to relate to the brand more, and in turn form a sense of loyalty to the brand. Posting consistently and pushing your message as a brand is the easiest way to gain a following organically.