In our last blog post we talked about the importance of consistency of message, that marketing needs to be of a variety of well planned strategies that work well together. In follow-up to this post, we would also like to add that consistency of message and design are equally important.
We have seen some organizations that offer little or no consistency of message and design in their marketing and promotional efforts. A few examples to illustrate this point include:
- a brochure that promotes coupon discounts with no discounted Internet price on the Website for booking online;
- a targeted advertising campaign that is not linked to a landing page on a website;
- marketing materials designed by different graphic designers and/or agencies over time so that an organization is left with a hodgepodge of disconnected design strategies and messages.
While there are many examples of marketing activities that don’t work together effectively, it’s important to know that this is fixable. If you are experiencing these kinds of challenges in your organization, it may take some time, but it’s easily achievable with focus, a plan for change, strong leadership and a will to execute. Develop and deliver an integrated communications strategy that focuses on consistency of design and message.
In marketing there are some simple rules - make sure everything looks like they belong together - from your business cards to your website, from your advertising to your promotional materials.
