What Is The Importance of Integrated Brand Communication?
In today’s over-saturated and fast-evolving marketing environment, it can be easy to lose track of the big picture. As a result, the marketing efforts of too many businesses end up being little more than shots in the dark.
This directionless approach might work for a while, but it’s bound to let you down in the long term. Trying to build a brand without an integrated communications plan is like trying to win Wimbledon without a tennis racket. Fortunately, there’s an easy way of avoiding this – implementing a strategy based on what we call IBC (Integrated Brand Communication).
In a nutshell, IBC is an all-encompassing strategy that considers all communications activities within the larger context of a company’s brand. Instead of every department being its own little island, IBC encourages integrated communications efforts that have a company’s brand at their core. This means that each team works together with a clear objective in mind. And that objective is to build solid relationships with clients and customers while reinforcing the company’s brand values.
Read on as we outline three key benefits of Integrated Brand Communication for every kind of business.
Advantages of integrated brand communication
1. Improved recognition and trust
There’s no surprise with this one. The only thing that will make your brand stand out from the crowd is its uniqueness. By implementing a uniform way of communicating in every department from Sales to Customer Service, your customers will be able to tell you apart from rival companies. On top of that, you’ll build a higher degree of trust with your target audience as a clear brand voice fosters familiarity. Combined with consistent communication, this is the most effective way to build brand recognition.
In marketing, avoiding confusion goes a long way. A single, to-the-point message will always be much more effective than lots of different messages. By streamlining your communication efforts, Integrated Brand Communication will bring a sense of coherence to your company. Every message that your brand sends will reinforce and support each other, significantly strengthening your company’s image in the process.
It’s worth clarifying that implementing an IBC strategy does not limit the creation of segmented campaigns for different audiences. Contrary to what sceptics might think, Integrated Brand Communication is not about putting all your eggs in one basket. Instead, every campaign will take the customer back to your company’s core values.
3. Create your own corporate culture
On top of reinforcing relations with your customers, IBC strategies also strengthen the bond between your company and your employees. According to a recent study, 46% of job seekers think that corporate culture is a decisive factor when applying for jobs. By instilling your brand values into your employees, you will provide them with a clear picture of what their role is, where they fit and any opportunities open to them. This is a great way to keep your workforce happy and reduce employee turnover.
Make meaningful connections
As we’ve shown, Integrated Brand Communication can be the key that unlocks your company’s true potential. If you want to build a solid, all-encompassing communications strategy, get in touch with us today.
Our brand communications agency in Manchester will work in partnership with you to develop a unique voice for your business.