Discover how to win the war on brand consistency within your company and boost internal advocacy in the process.

1. The battle for brand consistency:
Getting departments on-board and building
internal brand advocates

2. Brand consistency
is king

3. Because of the digital era, we now operate
in an increasingly global marketplace – it’s
important that you master your brand
to ensure your company’s ‘voice’ remains
steadfast in a world crowded with mixed
brand messaging.

4. After all, companies who have
mastered brand consistency have
achieved great things.
Think…

5. After all, companies who have
mastered brand consistency have
achieved great things.
Think…

6. After all, companies who have
mastered brand consistency have
achieved great things.
Think…

7. After all, companies who have
mastered brand consistency have
achieved great things.
Think…

8. But the digital era has
seen the challenges
facing marketers
evolve rapidly.

9. The
danger?

10. That as your brand is deployed through multiple channels – from
traditional outbound marketing through to social networks – brand
consistency can suffer, creating the potential for diluting or even
harming your brand and its representation.

11. Whether your company is local or global, all departments need to be on
the same branding page – or risk looking out of step and unconnected
in the eyes of savvy buyers who demand and expect a consistent
experience wherever and whenever they engage with you.

12. And if you can’t present a unified brand to
customers, what does that say about you, your
products and your services?

13. But how do you
deal with such
a disparate
threat?

14. Personnel Non Grata

15. Don’t work in a silo or make other departments feel sidelined.
Give them a seat at the marketing table.
Let them know that their opinion counts.

16. Reach out to departments and staff through…
collaboration
software
… to allow fresh ideas, new products/services and campaign
themes to be discussed.

17. Reach out to departments and staff through…
collaboration
software regular
meetings
… to allow fresh ideas, new products/services and campaign
themes to be discussed.

18. Reach out to departments and staff through…
collaboration
software regular
meetings email
campaigns
… to allow fresh ideas, new products/services and campaign
themes to be discussed.

19. Reach out to departments and staff through…
collaboration
software regular
meetings email
campaigns instant
messaging
… to allow fresh ideas, new products/services and campaign
themes to be discussed.

20. Reach out to departments and staff through…
collaboration
software regular
meetings email
campaigns instant
messaging and in-house
social media
channels...
… to allow fresh ideas, new products/services and campaign themes to
be discussed. And include external providers where applicable.

21. The aim?
To create buy-in from the top
down to the bottom, giving
everyone the opportunity to offer
their feedback and insights.

22. Make every stakeholder feel
like they are critical to brand
consistency.
And in turn, you’ll increase their loyalty and awareness;
something that money can’t buy – and critically,
something that customers will pick up on in every
interaction with your company.

23. Together, your brand will be stronger. Divided, it will be weaker.
After all:

24. Need evidence?

25. Ask yourself – when was the last time
you walked into an Apple store and didn’t
feel that every single employee was an
advocate for the brand.

26. Be Clear

27. Follow these three steps to ensure brand consistency:
1. Set out your core branding vision in
a ‘brand charter’ that can be viewed by
everyone in the company. Ensure that
each department has their own area
so they feel included and understand
exactly what their role is in promoting
and ensuring brand consistency.
brand charter brandbrand charterbrand charterarter

28. 2. Whether it’s an email boilerplate or an internal memo, create a marketing content
library that clearly states how all and any communications should be branded correctly
to encourage and retain consistency.
Content
Content
Content
Content
Content
Content
Emails
Emails
Emails
Emails
Emails
Emails
Emails
Emails
Content
Content
Content
Content
Emails
Emails
Emails

29. 3. Archive old branding and offers,
ensuring that they don’t interfere with
the consistency of your current branding;
marketplaces evolve quickly and
continually, and so should your branding.
For these reasons you need to be able
to communicate your message quickly,
efficiently, streamline the decision
making process and always ensure that
your brand is fresh and relevant.

30. The aim?
To create a single, uncluttered
and up-to-date source that all
departments can use.

31. Promote Internally,
Not Just Externally

32. Not only do
consumers need
to be won over…

33. … but so do
employees.

34. So promote your brand and its products/services to all departments
quickly as well as creating the potential for enthusiasm and advocacy
for your brand’s vision.
After all, your
company’s brand
vision is integral for
both customers and
employees.

35. It represents why either would want to engage and be affiliated
with your company…
its ethos
its association
what you stand for
… whether it be design excellence, value for money or
being a renowned specialist in a niche sector.

36. Whatever your company stands for, that vision must be
broadcast consistently across all marketing platforms – and
advocated by your employees to ensure your vision is fit to
meet the rigours of the modern marketplace.

37. The Right Comms to
Promote Consistency

38. Consider deploying a unified communications strategy that both in-house
and remote workers can use to enable brand consistency. Some of the
practical comms channels available include:
Hold online webinars to inform, educate and
enthuse employees; promoting best marketing
practices, encouraging feedback and announcing
new products or services.
Seminars

39. Consider deploying a unified communications strategy that both in-house
and remote workers can use to enable brand consistency. Some of the
practical comms channels available include:
Hold meetings without the inconvenience of
travelling or bloated budgets, bringing departments
together wherever they are in the world whether
they’re 100 miles away or 10,000.
Videoconferencing

40. The End Result

41. A consistent brand that everyone in the
company will buy-in to.

42. After all, it’s a strategy for brand
consistency that they will all have
helped…
… to nurture and
maintain…

43. … meaning they’ll
become advocates for
the brand, not because
they have been told to
by management…

44. … but because
they’ve invested
in it themselves.

45. Takeaways
Don’t work in silos; everyone should be involved in dealing with
brand consistency.
Do promote clear brand guidelines that teams can engage and be
creative with.
Don’t just promote externally; engaged employees will drive
external success too.
Do deploy a unified communications strategy to allow your
employees to get involved.

46. Ensuring branding consistency in a digital,
multi-channel age is just one of the many
challenges facing the modern marketer, find
out how to show your worth as you overcome
these challenges by downloading:
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