My last post on Transmedia discussed the way that digital platforms should communicate the same story. This concept relates to the way that businesses ought seek to use Integrated Marketing, essentially the discipline of sending out a consistent messaging through all channels-PR, advertising, social media, direct marketing, etc.. Bloomberg notes,
“Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity. It requires not only the identification of a powerful, unifying strategy and compelling voice for your brand, but the discipline to roll it into every aspect of your organization—from advertising to sales, customer service to customer relationship management programs (and beyond). It’s not for the faint of heart.”
The reality is that almost all marketing communication efforts are “fragmented”. Messaging and campaigns change often in an effort to maintain interest, but often complicate the brand image for the audience. With the thousands of ads we see daily, it’s almost impossible to stand out. BUT, being persistent in sharing a relevant, compelling message is a start.
What’s more? authentic messaging. Remember that classmate from high school who went through an identity crisis every year and experimented with a new look every time? While the novelty made them interesting, it’s likely that it didn’t develop trustworthiness. Now think about the friend you’ve kept since childhood. A variety of factors could have maintained your friendship, but it probably has something to do with knowing each other’s true self–their authentic self–and seeing them maintain it throughout changes.
Consistent messages develop brands into classics. This agency analyzes Coca-Cola’s success as a brand as a result of its consistency in its product and brand. They say, “By thinking carefully and deliberately about your brand you can shape how people perceive your organization. Consistency connotes professionalism, purpose and stability.”