How to create content that feels familiar and intentional across every touchpoint

For years, people were told: "If you want to grow, you have to post every day."

That advice pushed a lot of business owners and creators straight into burnout.

Consistency matters, but it's not just about how often you post. It's also about how your brand feels every time someone encounters it.

Old view of consistency

Never miss a day. Be on every single platform. Post just to "stay active," even if nothing you're posting makes sense together.

New view of consistency

Your brand feels familiar, even if people see it in different places. Your message is clear and repeated in different ways. Your posting rhythm is sustainable for a real human life.

Here are three updated "rules" of consistency that actually work in the real world.

Rule 1: Consistent feeling over constant posting

If someone opens your Instagram, website, and email list, they should feel like they're talking to the same person.

That includes tone of voice, values, main promises, and visual feel (fonts, colours, style).

You don't have to post seven times a week. You do need the things you say to line up.

Ask yourself: Would a stranger understand the basic "heart" of my brand in two to three minutes? Do my posts all sound like completely different people wrote them, or is there a thread?

Rule 2: Build content pillars, not random posts

Content pillars are three to five main categories you come back to regularly. They help you avoid "what do I even post?" panic.

For example, your pillars might be: Education (teaching something), Behind the scenes (process, stories, real life), Proof (testimonials, case studies, progress), Offers (what you sell and how to work with you), and Mindset or values (what you believe about your work).

Instead of reinventing the wheel daily, you rotate these pillars, changing the angle or depth each time.

Rule 3: Repetition is a strength, not a weakness

You might be tired of saying the same thing, but many people are seeing you for the first time, distracted while they scroll, or catching only one in ten of your posts.

Most people need to hear and see a message multiple times before it clicks.

Repetition can look like turning a long caption into a Reel, turning a Reel into a carousel, or saying the same concept in different words or examples.

You're not "annoying." You're building recognition.

Consistency isn't about perfection. It's about choosing a realistic rhythm, building clear pillars, and letting your brand's message show up again and again in a way that feels honest and grounded.