Maintain a Consistent Image Across the Board
If your company is like many these days, it has spent some considerable time developing its brand. Whether it is conveyed through logos, philosophies, or the values of your organization, the brand is the cornerstone of differentiation between you and your competitors. While most would consider “consistency of message” obvious when developing marketing materials and websites, often times when companies delve into advertising or public relations campaigns the overall branding message can be lost. This is tragic because a major goal of branding is to keep it consistent, no matter where your target audience sees you.
Think of Apple for example. This brand has been innovative and creative since its launch nearly 30 years ago. While ad campaigns have changed over the years (with the exception of recent efforts), Apple has always based its products and the message stemming from them, around life-changing innovation, ease of use, and logical application, all with a flair of style. To top off this consistency is a line of products, and messages, that each syncs with each other in ways many companies would envy.
Think of this example when you begin developing your own campaigns. The look and branding of each social media page, website, and advertisement must be consistent. A customer or member of your targeted audience (link) should know they are on your company or product’s page no matter what site they are on. If a customer lands on your facebook page, does the look and feel of the brand, message, and content mesh with what you have on your corporate website? , If it doesn’t, you are not leveraging the power of your brand to its full potential.
Make sure the style of each component including the messages, language, background and photos are telling the same story and speaking the same message. This makes all the difference when adding social media sites into your marketing plan. Branding is key.
JustRed it here.
“Consistency is one of the most powerful usability principles: when things always behave the same, users don’t have to worry about what will happen. Instead, they know what will happen based on earlier experience.” -Jakob Nielson
10 Responses to “Maintain a Consistent Image Across the Board”
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The main skill in advertising is creative thinking, is that all that matters? (in regards to design skills)
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