A Guide to Creating Cohesive Branding On and Offline

Although you might believe that it is just simply important to look good on every platform that you promote your business on, it is even more vital that your branding is cohesive. Otherwise, your customers might fail to connect the dots, and you might find that your brand struggles to stick in their minds when they are looking for companies like yours. Then, here are some steps you can take toward cohesive branding both on and offline in 2024 and beyond.

1.    Get Your Logo Everywhere

What is the most recognizable element of your business? Your logo. If your logo does not appear on your marketing, or it changes every time, your customers might become confused and might not follow up the ad campaigns that you have put out. Not only this, but they might fail to trust the products you are offering on each different platform. This means that you should plaster your logo on just about every advert and piece of promotion that you do, ensuring that there is no chance they will miss the logo in question. You should also make sure that this logo stands out in vivid colors and that it stands for everything your brand represents.

2.    Have a Marketing Team

Rather than allowing your marketing to be produced by just about anyone, you should create a marketing team that develops campaigns collaboratively. This will ensure that every element of your marketing is in line with the other and that none stick out like a sore thumb. You should also make sure that this marketing team communicates with each other effectively through meetings and instant messaging services and that they create these campaigns together and share information between themselves. This will ascertain that everyone is on the same page and that everyone has the same goals and vision in mind. When you are recruiting for this team, you should look around for people with a wide range of marketing knowledge that complements the rest of the team’s.

3.    Think Carefully About Your Sign

Your sign is not just a sign; it is a message. Rather than thoughtlessly using this sign to direct people to your business, you should see it as an opportunity to cement the marketing that has led your customers so far and draw them into your business. For instance, you should ensure that the name of your business is large and readable from some distance away. It is also important to use color theory to summon your customers, checking that these colors are similar to other color schemes used throughout your store and on your digital platforms. If this sign is a board that is placed outside your store or on an adjacent street, you might follow the name of your business with key information, such as what it offers and where it is located. The key questions you are asking here are: what does your sign say? And does it speak for your business as a whole?

4.    Create a Brand Voice

The next step you need to take is to create a brand voice that you can implement both online and offline in just about any communication that you have with the outside world. To create this, you should sit down and think about the audience that you are trying to appeal to. Are they businesspeople who want a professional and experienced company, or are they young people looking for a funky and cool brand to shop with? This will change how you speak to them and the voice that will appeal to them most. Business people may prefer clear and formal communication using jargon whereas young people might prefer casual communication that uses slang and speaks in terms that they relate to, undercutting the corporate voice that can be off-putting to potential customers. Once you have developed this, no matter who is actually speaking to your customers, you will be able to check that all your communications sound as if they are coming from the same place.

Cohesive branding can boost your relationship with your customers and help you connect with your customers no matter where they might be. This can also allow them to enjoy a lightbulb moment whenever they see one of your business’s adverts. However, creating a cohesive campaign can be tricky if it is being managed by more than one person, which is why it is vital that you work as a team and create a brand that can ground each campaign you produce.