A winning company is a company that presents itself to the public – and therefore to its potential customers – with a clear and consistent image. All the different means of communication used must be coordinated, not only from the point of view of content, but also and above all from the graphic point of view: this is the element that makes the difference and that makes your Brand Identity effective.
What is communicative coherence?
The term “consistency”, understood in the sense of “lack of contradiction”, is a virtue that is as difficult to cultivate as it is fundamental for all daily activities, from the simplest and most recurrent to the most complex. In the corporate environment, the coherence and integration of communication are absolutely essential to be recognized, to establish themselves on the market and to increase the visibility of your brand so that potential customers can easily identify and recognize the company.
An integrated communication strategy also allows the user to establish greater trust in the company, thus increasing both loyalty to the company and the effectiveness of the different marketing campaigns.
The importance of the logo and coordinated image
One of the fundamental aspects for a company’s communication consistency is its image: the brand must be easily identifiable and memorable, in order to immediately capture the user’s attention and be remembered. In this sense, brand design is found to be a fundamental element for the corporate image and the creation of the logo, it constitutes its starting point: the visual identity (symbol and logo) must aim at the immediate recognition of the brand of which it is essential to enhance the characteristics by means of aesthetics and the conveyance of meanings.
Logo, colors, website, banner, brochure, letterhead, business card etc. they must be coordinated and homogeneous: in other words, they must be consistent with each other in order to consolidate and enhance the so-called brand identity and define the coordinated image of the company, which must be entirely designed by the latter.
Coherence and coordination must also concern all the communication channels to be used, from the more traditional ones (ATL communication) to the more innovative ones (BTL communication, digital and web and social campaigns).
However, the most important element remains the company message, which must be clear, concise, memorable and, above all, must highlight the factors that distinguish the company from the main competitors in the same sector.Un’azienda vincente è un’azienda che si presenta al pubblico – e quindi ai propri potenziali clienti – con un’immagine chiara e coerente. Tutti i diversi mezzi di comunicazione utilizzati devono essere coordinati, non solo dal punto di vista dei contenuti, ma anche e soprattutto dal punto di vista grafico: è questo l’elemento che fa la differenza e che rende la propria Brand Identity efficace.
How to organize the communication of your company
Integrated communication, characterized by synergistic and complementary actions aimed at defining a coordinated image, is therefore the winning weapon able to bring new potential customers closer. How to best organize it? First, by defining one or more objectives within an integrated action plan, which are consistent with the company vision. Then, it is necessary to establish the tone of voice of your message: whether it is friendly or more formal, the important thing is that the tone used is always in line with the brand identity of the company and is consistent with the image to be conveyed, goal to reach and potential customers to intercept. Finally, it is essential to verify the coherence of the coordinated image used on all channels.
Often, however, many companies browse by sight, without having a precise strategy. Some renew the image of online channels, neglecting the offline ones or vice versa; others that have a plurality of suppliers (a website agency, a freelance for social media, a graphic designer and so on) struggle to find consistency in their message, thus conveying it in a fragmented and disordered way. If the marketing team of a company does not work synergistically, confusion and disorientation are generated. The messages are inconsistent, the tone of voice changes according to the channel used, the technical language and any translations are not always precise and complete. For this reason it is essential to formalize the communication guidelines in a preliminary document, to be shared with all colleagues in order to obtain uniformity of language and a consistent visual approach over time.
Refreshing your corporate image, updating it following the graphic trends of the moment, maintaining your identity is the first step to make the most of your brand image: to request a free estimate for a logo or restyling study project, you can consult the dedicated section of our site. We also point out that, only for the month of October, a very interesting promotion is active: 20% discount on the list price in case of creation of a new logo with a coordinated image or brandbook.