Synergy; To some it’s an annoying office buzzword, but in the world of marketing synergy is crucial to building effective campaigns and maximizing brand potential.
It’s all about taking the various extensions of your brand and bringing them together into a united front. Odds are, you’re using multiple forms of media, both digital and traditional, to promote your business; newspaper ads, printed flyers, radio spots, a website, Facebook page, etc. But how consistent is your brand represented across these media? Are you using the same fonts for your printed materials? What about the same color schemes, or the same content keywords and phrases? But more importantly: are all of these different pieces conveying the same message, image, and feelings about your brand?
I’m going to use a bit of a cliché here, but it’s definitely true: the impact of your marketing efforts is not equal to the sum of its parts. When you put together a cohesive campaign across all of your different media, the effect is multiplicative. As a potential customer encounters your business throughout these various outlets, consistency is going to reinforce your brand’s identity each time.
If your brand is lacking in the synergy department, don’t worry; it’s never too late. Take some time to examine your current marketing materials, find what’s in sync, and what’s out of line. You can also begin to develop your own branding guide to use as a reference for your future branding efforts.
And if your brand is in need of a boost, we’re always here to help. Contact us to see how we can help you get your brand synergized.