Cohesive branding creates trust and loyalty.

The purpose of branding has always been to engage your audience at a deep level that develops trust. Then marketing was meant to come in and create a point of difference that turned those brand promises into profits. Regardless of what the strategy looked like, at the core of a great campaign were three fundamentals: Insights, big ideas and experiences.

But now that there are more opportunities than ever to build relationships with your audience, there’s the additional challenge of creating a cohesive brand across all channels. This consistency, or “brand aesthetic” has become the fourth fundamental element of success. Establishing this consistency ensures that you’re speaking the same way about your brand and products at every audience interception. Without that alignment, you’re more likely to cause confusion that makes you forgettable or even turns your audience away.

As humans, we’re naturally drawn toward consistent and reliable people because they’re easier to trust. The same can be said of brands. When you have a consistent brand, your audience can easily identify you, learn what to expect from you, and begin to feel like they trust you. Developing a cohesive brand aesthetic can help foster deep relationships with your audience and give you a better sense for your place in the market.

The exciting news for marketers is that your opportunities for meaningful engagement are continuing to grow. This will require more posting, messaging and one-on-one interaction from your brand. As you build those relationships and touch points it will be imperative to develop a disciplined idea of who you are, what you stand for, how you speak and how you look across platforms.  

We’d love to hear about the actions you’ve taken to create a consistent brand presence in your on and off-line communication. And if you need help in crafting a consistent approach, please give Creativore a call. 417-238-0908