The strength of your brand may be diminished by a lack of communication between your branding and marketing departments.
Within the operations of many businesses, branding and marketing may be considered two different disciplines that work independently of each other. However, when the marketing and branding functions do not work together, it results in incoherence in the communications from the company’s marketing and branding efforts. For example, the branding department may have launched a branding campaign to announce its brand promise and brand personality to the world, but these are not reinforced, or contradicted, in subsequent marketing campaigns. In cases such as this, consumers may feel confused or unimpressed about the brand’s proposition, weakening the brand’s ability to influence desirable consumer behavior.
Therefore, it is important for the branding and marketing departments to maintain close collaboration, especially during the marketing planning phase. While developing marketing plans, the marketing department should invite input from the branding department to make sure that in every marketing activity, the brand purpose, brand promise and brand personality are communicated effectively to consumers. The branding department should provide regular training about the company’s brand strategy and implementing the brand identity guidelines, have regular check-ins to make sure marketing materials and activities are compliant with the brand identity guidelines, and keep the marketing department updated on any changes in the guidelines. Good synergy between the branding and marketing departments boosts the strength and consistency of brand expressions and creates an enduring connection between the brand and its consumers.
Want to know if your marketing materials and activities are consistent with your brand identity guidelines and brand strategy? Sparkle Brand Management conducts brand analysis to assess how effectively your brand is supporting your business goals. Contact us at sparklingbrands@gmail.com today.