If you’ve ever spent time and money on marketing materials or campaigns in the heat of the moment without asking if it fits your brand (or even without a brand even established), this article is for you.

No good marketing plan is complete without an effective branding strategy. Why? Because even if you have some success, you’re missing out on the uplifting power a brand can bring to your marketing as a whole. Branding is more than picking out a logo you like. It’s a powerful tool for pulling together all the pieces of your marketing puzzle and building the image of your company in the mind of your customer.

Branding gives your marketing materials consistency

Your message will likely evolve from one campaign to the next. With branding it’s like keeping the conversation going with your audience, and you can build on ideas and storylines from one campaign to the next without missing a beat. Without branding, your messages may appear to exist on their own and without context.

Your brand makes you instantly recognizable

By tapping into the consistency that comes from working your brand, your various marketing materials become instantly recognizable as part of a bigger picture. Creating advertisements and campaigns without a solid brand is like mailing a letter with no return address. By branding your content you’re able to take credit for your messages and build on the overall image of your company.

Your brand becomes your personality

In the eyes of your customers, your company has a personality and it embodies certain qualities and characteristics that attract them to you. All aspects of your brand help to form the idea of your business in your customers’ mind: from the colors you use, to the style and tone of your messages. Branding gives you the ability to influence what your customer thinks of your business.

Curious about how an effective branding strategy can improve your marketing results? Contact Craveity to learn more.