Brand: “a person’s gut feeling about your organisation, service or product”.

Over the last few weeks I’ve been looking at how you can best influence your brand and there is one final element that ties everything together: Cohesiveness

Cohesion can be defined as “unified” and “well-integrated” and these are vital elements when thinking about your brand and how you can positively influence it. There are some questions I asked in the introduction blog post and they are worth revisiting:

1. Is your communication stream well integrated?
2. Is there something that unifies it all – a common creative theme or thread that makes each element feel part of one whole family?
3. Is there a united message?

This is more than just being consistent and coherent – it’s making sure that everything sticks together, feels intentional, has a purpose and integrates well together to paint a complete picture of who you are as well as what you do. This is not an easy thing to do and needs constant awareness and attention to detail. The rewards for doing this can be massive and really help grow and establish your brand above and beyond all expectation.

Here are three really simple tips for you to think about:

1. Create a brand guidelines document.
By putting your core creative, colours, fonts and essential messages in a document, you are cementing all of that information and providing a contant platform for you and others in your team to refer to. If you’re not sure what goes in this document, please do get in touch as I’d be delighted to offer some free advice.

2. Have a plan.
Have you sketeched out what your communication streams and core messages are for the next 12 months? If not, this is massively helpful exercise to undertake. It helps you think through what you want to say, how you want to say it, where you want to say it and to whom. It doesn’t need to take long but will be a huge benefit to you and your organisation.

3. Keep it simple.
The more complex something it, the harder it is to manage and maintain. The simpler something is, the more effective it is and the more impact it will have. Keep your core messaging simple and integrate your communication so everything just works and works well.

Well, we’re nearly at an end of this little series and I hope you have found it useful. If you have, why not share this blog post using the links at the bottom of this post? Next week is a final summary and then we move on to a different (and shorter) series. Until then, take care.

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