One of, if not the most important aspect of a strong brand, is cohesion across both your imagery as well as your ethos. It’s easy to spend plenty of time crafting a beautiful brand book and poring over the different elements of your brand, but if you don’t stick to your identity across all your marketing efforts, none of this matters.
There are quite a few things you’ll need to keep in mind when building a cohesive brand. For one thing, you’ll want to maintain consistency across your marketing partners. If you live in the area, you’ll want to find a printing company based in Sydney who understands your brand, can deliver quality results and is looking to partner with you for a long time. Another tip to keep in mind is educating employees across your company, especially in the marketing department, about your brand.
If you’ve built an excellent brand and are now wondering how to keep it consistent across all your marketing efforts, you’ve come to the right place. Keep reading for some great ways to do just that.
Educate Your Employees About Your Brand
Your people are the heart and soul of your company. This is especially true when it comes to brand building: you’ll need each and every one of your employees to have a deep understanding of your brand identity so that they can transmit it to your audience.
This is doubly important for members of your marketing and sales teams, as they are the ones who are most involved with the public. Make sure that their output (including promotional emails, online ads and print materials) all adhere to your brand book. This can involve brand training sessions, as well as putting a check and balance system in place so that all promotional material goes through several pairs of eyes before finding its way to the public.
Align Your Social Media Content Across Platforms
Social media is an incredibly important channel that modern companies need to take advantage of. Platforms like Instagram, TikTok and Facebook are all ways to connect to your customers in 2024, and while it’s easy to see social media marketing as a strategy best employed by B2C businesses, sites like LinkedIn can play an important role in marketing a B2B company.
No matter what platforms you use, it’s important to maintain a cohesive brand. Keep your brand voice consistent in written content, and make sure that elements like your logo, brand colours and slogans stay the same.
If you’re a small business, maintaining consistency across your different social media accounts can mean having one person running all of them. This might be a member of your brand or your digital marketing team. This might not be feasible for larger companies, but you’ll still want to have somebody overseeing the people managing your individual accounts.
Stick With The Same Business Partners
One of the most overlooked aspects of managing any business is finding partners to work with. For instance, as a marketer, you’ll probably be working with a performance marketing agency, an SEO agency, a professional printing agency (if you’re dabbling in digital and traditional marketing channels or are even just looking to self-promote) and more.
From a brand cohesion perspective, finding a good printing partner is especially important. You’ll want someone who understands your business both in terms of visuals and messaging to make sure that things like posters and brochures all adhere to your brandbook. You’ll also want to collaborate with professionals who have a proven track record of being able to deliver high-quality work to strict deadlines.
This principle applies to your other partners, too. When working with a performance marketing agency, for instance, it’s important to find someone who gets the message you’re trying to convey through your brand and incorporates this into your online ads.
Get Your PR Right
It’s easy to forget about the public relations element of marketing, particularly if you’re a smaller business. However, knowing how to do PR right is incredibly important. It can save you from sticky situations, as well as improving your brand’s reputation in the eyes of the public. When it comes to PR, it’s incredibly important to maintain consistency in your brand values.
There are two main kinds of PR: reactive and proactive. Reactive PR involves responding to crises in real time. This requires quick thinking on the part of your team and a sensitivity to public sentiment. Proactive PR means reaching out to your audience without any prompting from internal or external events to influence how they think.
Cohesion is one of the most important parts of building a brand. Without consistency, it’s impossible to get your brand across to your audience. While you need to build a brand that’ll resonate, things like maintaining consistency across your various social media accounts, implementing brand training and choosing the right partners are absolutely vital.
If you’re looking to build a cohesive brand for your company, following these tips will go a long way. If you want to maximise the impact of your brand, start today by incorporating what we’ve gone over in this article.
