Communication is key. Crossing all modes of communication to reach your customer and letting them know you’re available is imperative. Some businesses see huge response from brochures, posters, direct mail, and outdoor marketing. Some businesses perform best through social media, online marketing, and email lists. And LOTS of businesses use ALL these platforms to reach their ideal customer. One very important thing remains the same for a successful marketing campaign: Cohesiveness.
Cohesiveness means well-integrated; unified. Your marketing materials must clearly and immediately be recognizable as YOUR brand. YOU have what they want, YOU can help fill their ache, YOU are the go-to person for their need.
Some basic elements would include your logo on all marketing materials. You need a way for them to know that it’s you speaking to them and your logo should visually represent your business across all platforms. You should have a consistent color palette that is recognizable. Part of our Branding process includes a color analysis. We look to industry standards, business demographics, and other design standards to represent our clients with a color palette that fits well with their brand and consumer. You should also have a family of fonts that you use on all marketing materials and everywhere your brand is represented. These should include headline fonts, body copy fonts and accent fonts. They should remain consistent. Your image use and potential photography choices should be cohesive as well. Do you use black and white photography on your website? Then use black and white photography in your brochures, on flyers and social media marketing. Do you have a quirky style of illustration that you love for a brochure? Incorporate it into your website, your Facebook cover photo, your next ad campaign. You want your ideal customer to know exactly who you are and a consistent visual representation of your business every time they come into contact with you, will accomplish it.
OzzCare is a fantastic example of consistency in marketing. Their website uses several important visual elements: black and white photography with opaque color overlay, their unique family of fonts, a strong color palette, and a logo that is easily identifiable. Here are some examples of how they maintain a visually strong and cohesive look: