A brand’s relationship with its customers is becoming increasingly more personal and one-to-one as ever more digital channels and technology enter the marketing mix. Creating the right messaging and content to facilitate these conversations is an important part of the marketing process.
Multiple internal marketing teams are involved in both the creation and distribution of personalised content which can make it hard for brand managers to control how the brand is being represented, and most important of all, how consistently it is being used. Things can quickly get hectic when there aren’t good processes and tools in place to manage brand consistency.
The idea that brand consistency leads to positive customer experience and long-term loyalty is nothing new. Pick any of our most iconic names – Apple, Coke, McDonalds – and the commercial power of a constant brand is clear. Busy lives rely on easy, trusted choices. But it’s not always easy to achieve.
We asked three marketers to share their experiences of overcoming their brand management and brand consistency challenges.