Ensuring brand consistency across diverse marketing platforms is a challenge that requires strategic thinking and precision. We’ve gathered insights from a content marketing manager and a brand manager, among others, to bring you five specific approaches. From nurturing brand ambassadors within teams to centralizing content review for consistency, discover how top professionals maintain a cohesive brand image.

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Contents

1 Nurture Brand Ambassadors Within Teams
2 Create a Detailed Brand Style Guide
3 Conduct Regular Brand Audits
4 Equip New Hires with Brand Knowledge
5 Centralize Content Review for Consistency

Nurture Brand Ambassadors Within Teams

Get buy-in and support from the team members who are responsible for applying and representing your brand. This means that the team must not only have a clear understanding of the brand, but they must also be motivated to maintain brand consistency across channels. In other words, your teams should be personally invested in being brand ambassadors.

To nurture such brand ambassadors, invest time in training them, or make them a part of the creation of your brand standards. Provide resources that they need to succeed as well, like a robust range of internal resources, such as design templates, scripts, logo files, and so on, which can be easily consumed and reused.

All of these steps help to encourage your team to also resonate with the brand identity you’re putting out and make them more likely to be consistent in portraying the brand.

Wisia Neo, Content Marketing Manager, ViB

Create a Detailed Brand Style Guide

A key approach that brands can use to drive consistency across channels is by having a specific brand style guide that outlines how the brand appears across all channel touchpoints. This should include all of the brand’s distinctive assets, such as the logo, the color palette, the typography, and the tone of voice. It should also outline specifics around how these assets should be deployed across different channels, as a shopper marketing space may require different types of distinctive brand assets compared to an awareness campaign, for instance.

A great example of this is McDonald’s, where, for a TV ad, they will include their signature McDonald’s whistle at the end, whereas in the drive-thru, you are going to see the logo and key color scheme rather than hear the McDonald’s whistle (unless you are being served by a particularly happy employee!

Natalie Skinner, Brand Manager

Conduct Regular Brand Audits

I’ve found that integrating a brand audit routine is pivotal. Periodically, we dissect our presence across all channels—from our website developed on Magento to social media platforms—ensuring every touchpoint resonates with our core values and visual identity.

This methodical review allows us to catch discrepancies early and realign strategies, fostering a unified brand experience that our audience can trust and recognize, no matter where they engage with us.

David Wilfong, Founder and CEO, DavidWilfong

Equip New Hires with Brand Knowledge

When you start to grow your marketing team, it’s important that you consider all the materials they might need and be sure to include what brand consistency means for your company. New hires who are equipped with the knowledge and understanding of the brand ensure that they represent the company consistently in interactions with clients, customers, and the public. This consistency builds a unified and cohesive brand image.

As the business evolves, employees need to adapt to changes in brand strategy. Brand training materials empower employees to understand and embrace these changes, ensuring a smooth transition and consistent adaptation across the organization. Employees who understand the brand are also better equipped to communicate the unique selling points and values that differentiate the brand from competitors.

Renan Ferreira, Head of Communications and Director of Sales, RealCraft

Centralize Content Review for Consistency

Before any email goes out, or any content is released, it all goes through one associate’s review. One of his roles is to ensure that all the messaging, colors, and tone of our brand are consistent with everything we send to the various marketing channels our business uses. It has been far more effective than letting our different teams handle it. While it takes longer to get things posted and sent, it has allowed us to be consistent as a brand.