Creative cohesion can help brands become more recognizable and build trust with their audience. Watch Jessica O’Brien, Creative Director at Overdrive Interactive, discuss the benefits of unified creativity.
Video Transcript
You have two sodas in front of you. One is a well-known brand, one you’ve never heard of. Which do you reach for? Most will go with the comfortable choice, the one they know. How do they know this soda? They’ve seen the ads; they recognize the design: color, label, and logo. They have a feeling associated with it. B2B marketing is the same in that trust and recognition will turn someone in your target audience from a prospect into a customer.
But most of the time, we don’t have the benefit of a well-known pop star as a spokesperson to build that trust. We do have the unification of messaging and design across multiple touchpoints. A break in that chain can confuse. Say, using an old logo or a different color palette causes friction that detracts from getting your message across.
Now, how do we ensure creative cohesion? Every brand and business needs comprehensive brand guidelines with strict usage rules for internal and external visual communications. These guidelines ensure everyone who touches your brand, from internal teams to an agency to your sales team, is prepared to be a brand advocate. For your audience, this means that after being introduced to your brand and reinforced through either nurture campaigns, billboards, or a website, it gains a familiarity that builds upon itself. Layer this with the correct value proposition in the right media strategy, and you end up with a powerful machine that motivates your audience to take action.
Learn more about how our design and creative services can help you develop action-oriented creativity. Make sure also to review our SEO services to learn how we can maximize qualified visitors that turn into paying, repeat customers.
