The Power of Consistency: Building a Strong Brand Message Across Channels

In today’s turn-on-a-dime business environment, it’s critical for companies to integrate their advertising, public relations, communications, and marketing efforts to create a cohesive brand message that resonates. A McKinsey study discovered companies that integrate their marketing efforts can see up to a 20% increase in revenue and a 15% reduction in customer acquisition costs.

A Unified Brand Message

To make advertising, public relations, communications, and marketing work together, companies should begin by developing a unified brand message. This message should reflect the company’s values, mission, and purpose, and be communicated consistently across all channels. A study by Forbes found that consistent branding across all channels can increase revenue by up to 23%.

Aligned Across Channels

To achieve integration across channels, companies must ensure that their messaging is consistent across all communication channels. This means that their advertising, public relations, communications, and marketing strategies must be aligned. Aligning sales and marketing efforts can generate 208% more revenue from marketing campaigns, according to HubSpot.

Communicated Across Teams

Collaboration across teams is essential to making advertising, public relations, communications, and marketing work together. This involves fostering cross-functional collaboration by holding regular meetings, using shared communication tools, and promoting a culture of openness and transparency. Companies with high levels of cross-functional collaboration are twice as likely to be profitable as those with low levels of collaboration, according to a study by Deliotte.

Employing Data for Decisions

Data plays a critical role in informing decision-making when it comes to integrated marketing. By analyzing customer data, companies can gain insights into their behavior, preferences, and interests. This information can then be used to inform advertising, public relations, communications, and marketing strategies. The average boost to revenue was 70% among companies that invested in digital customer engagement over the past two years.

Measured for Effectiveness

Measuring success is also an essential step in making advertising, public relations, communications, and marketing work together. By tracking key performance indicators (KPIs) such as website traffic, engagement rates, and conversion rates, companies can evaluate the effectiveness of their campaigns and make data-driven decisions to improve them. According to a study by Adobe, companies that use data to inform their marketing efforts are twice as likely to report a higher ROI than those that don’t.

Getting all these components right can be much more complicated the larger the organization, as it takes coordination in a macro-sense of the word. When your brand message is unified, channels are aligned, and the strategy is communicated within all teams, your customer experience will benefit.  Along the way, let the data guide decisions and measure your impact on metrics.

Accomplished, goal-oriented, marketing leader with expertise in all facets of marketing management, digital marketing, omnichannel, and media relations, within high-profile organizations. Skilled in providing strategic leadership of short- and long-term goals to implement innovative, marketing strategies and increase performance. Adept at increasing revenue generation of brands, developing and enhancing advertising / marketing programs to drive traffic and awareness, and proactively leading digital marketing projects. Managed 34, award-winning projects for CTAM (Cable TV), PROMAX (TV/Radio), Telly (Advertising), AMA (Marketing), and PRSA (PR).