Build Your Brand Through Integrated Marketing

Build Your Brand Through Integrated Marketing

Integrated marketing requires the involvement of an entire organization in order to be successful. Without the cooperation of every department tailoring every communication and every interaction with customers and other businesses then all of the strategies that are employed will be for nothing. One of the most important elements of an integrated marketing strategy is the graphic design elements used.

At the core of every strong brand is a solid basis of consistent design. A company's branded design will be the first thing a potential customer sees and needs to represent the company or product and its value. The logo or trademark also acts as an illustrative representation of the brand itself.

As part of brand development, a company's logo must be created in a way that allows it to be applied to all necessary media. The logo needs to be planned and tested to be used on business cards, letterheads, email correspondences, marketing materials, and placed on products. While there may and probably will be natural variations of the design for each type of media, a good logo design will continue to retain all of the important elements in order to keep the brand identification consistent.

Integrated marketing uses graphic design and input from many different parts of the business. The integrated marketing system should be a representation of what the business stands for and not a series of random designs and messages. It should convey trust through consistent use of a unified design language and message. It should also be unique. If the brand is regional, then the design may want to reflect that fact. For example, a Houston company may use graphic design elements native to that city. These factors will help the company's graphic design, and brand stand out amongst competing factors in that area.

Companies that choose not to incorporate a consistent graphic design language into their brand, will be at a disadvantage as their company's products or services may not be easily recognizable for customers and are more likely to become commoditized. By presenting consistent graphic design elements on all communications, even within the business itself, it builds a psychological connection between the company's brand identity, its products or services, and the consumer.

In large competitive markets and densely populated areas such as Houston graphic design and an integrated branding strategy can make all of the difference for a new company. If companies are unable to separate themselves from other competing forces, then they will fall by the wayside and struggle to make a connection with potential customers.

A consistent graphic design platform, and brand message is the basis of integrated marketing. As new media outlets come into being and existing outlets change, the importance of the visual elements of a brand become more and more important. Every company today needs a solid, dynamic marketing platform and a consistent brand presence in order to grow. Integrated marketing through consistent graphic design is the answer.

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