Branding through personalized communication
All brands need a certain degree of consistency. So how do you create consistency across all channels so that your target groups recognise the brand?
Our brand has no personality
The brands of today are under constant pressure. Brand managers often feel the need to be present in all channels so as to avoid losing market shares, position and drop in sales.
In today's media environment, a presence in stores, in newsletters and on websites is not enough. Today, many also have a presence on social media. Facebook, Twitter, Instagram and LinkedIn are perhaps the most important, but many also devote resources to writing their own blogs or ensuring that their products are mentioned by well-known bloggers. Resources are stretched, brand communication is fragmented and the value of presence is diluted.
All brands need a certain degree of consistency, i.e. a foundation on which their communication is based, in order to guarantee awareness and make people feel that the brand is solid. So how do you create consistency across all channels so that your target groups recognise the brand no matter where they encounter it?
An online brand guide is a practical tool that gathers together all the guidelines for your brand and helps this part of your company to come across as organised and always correct. Quite simply, a brand guide is a resource for your marketing department! It gathers together all the various tools for your brand in a single location and provides examples of the correct use of various design elements. Gathering together all the various elements of your brand in a single location saves on time and resources for the people who work in your marketing department every day.
Checklist
Is it easy to adapt your brand to constantly changing communication channels?
Do you feel your brand is consistent regardless of channel?
Do you find it easy to distribute marketing material to various media and partners?
