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The Law of Brand Consistency
Brands require time to build momentum. Most measure successful branding in decades, not years. Remember when the Apple Macintosh hit the public consciousness in 1984 with its iconic ad depicting a woman crashing corporate glass. At the time, the spot directed by Ridley Scott was a groundbreaking masterpiece. The concept behind the commercial inferred that Macintosh would revolutionize personal computing by saving humanity from conformity, an apparent swipe at IBM, the dominant computing juggernaut at the time. That message proved highly effective and helped catapult the Mac and its subsequent product lines to its current position as one of the big five American information technology companies. Steve Jobs did not stop there. He built the brand on people's needs and expectations. Today, Apple has the distinction as the world's most valuable company.
The consistency factor in Apples' case is the continuation of product development, including creating new categories, such as the iPod, iPhone, iPad, wearables, accessories, and services. These new categories enable the company to hold a leadership position globally.
The second consistency factor involves Apple marketing strategies whereby all go-to-market products feature seamless creativity, applicable for both traditional and online mediums. The annual September Live Event is a mainstay in Apple's arsenal of communication strategies and, as a result, has contributed heavily to Apples' ascendance as a trillion-dollar organization.
The lesson is to remain consistent throughout the brand-building journey. Even when sales may be challenging, staying in front of the public's eye is a requirement if you intend to build brand equity and brand visibility. Today, Apple's marketing consists of traditional media and live events delivered consistently. According to the 22 Immutable Laws of Branding by Al and Laura Reis, The Law of Consistency is the one that marketers violate most frequently. The duo says that once a brand stands for something, it is often abandoned, as the manufacturer initiates a "change the brand" mentality. The problem is that markets will change, but brands should not. It's okay to change the content or incorporate a new slant; however, the essential characteristics that propelled brand mindshare should never change. It's a lesson that Apple has perfected in terms of product development and marketing.
Building the Brand
The daily marketing bombardment of over 10,000 messages in multiple mediums, including emails, texts, feeds, social media, television, radio, and more, is overwhelming. Brands have a very challenging task to be noticed by consumers. To break through the clutter, one needs to apply the law of consistency and brand the company daily.
One only needs to consider the initial benefits of branding:
The art of branding supersedes that of the logo. Branding embraces the entire customer experience, which goes to the heart of how people perceive the brand. Regardless of the industry sector, brands can differentiate themselves from the competition.
Industries that Benefit from Cohesive Branding Campaigns
Certain industries, more than others, benefit from cohesive branding campaigns. Those that engage print and digital include:
Branding with Print Marketing
Print marketing is a great place to craft a branding campaign. Print marketing collateral can sell products and services while elevating the organization's image. Specifically, brands should consistently apply the company logo, tagline, and color pallet across channels when using print marketing. The trick is to size the logo correctly and ensure that the remaining marketing components are consistent. Always ensure that specific brand elements offer a sameness anywhere and everywhere when displayed as media elements. Consistent branding builds brand recognition in the marketplace.
Print also affords opportunities to diverge with texture, paper, and additional elements that make it unique to the print environment. The more engaging the creative is, the more likely it will capture attention and deliver lasting impressions for the target audiences.
The following list suggests ways to incorporate print marketing through branding:
The necessity for branding is as fundamental as the offering itself. Branding is not pie in the sky, feel-good pop-ups, instead it is a basic requirement. Branding is the essential makeup of any organization, and through print marketing, the brand remains consistent and tangible. Additionally, competitors acquired Cadbury and Range Rover because of their brand equity. Thanks for reading "Brand Building Through Print Marketing!"
Dove Direct, your Atlanta based print and mail solutions provider, offers organizations end-to-end data, printing, and mailing solutions:
If you don't want to wait, you can reach Dove Direct today by calling 404-629-0122 or using the Contact Form for Dove Direct.