BRANDING ACROSS MULTIPLE MEDIUMS
The consistent delivery of a brand message is
vital to the long term success of any brand, but with so many possible
delivery mediums how do companies ensure this is maintained? Print,
television, internet, multimedia, cinema, radio, dvd, the potential is
endless, without taking into consideration the possibilities of
emerging technologies such as pda's and mobile technology.
Immere are often asked to make recommendations on
various delivery mediums and how companies should apply their branding.
Although it is fantastic to see companies considering the endless
branding opportunities, they are often neglecting the most important
aspect that ensures brand success. This is where we encourage our
clients to take a large step back and before they focus on the delivery
medium, evaluate what are they actually trying to deliver.
Companies are delivering what Immere refer to as a
'brand Idea'. A brand idea should be a single idea of your company or
product, with the aim being to have the company brand idea equal the
consumer brand perception. It is vital that companies establish a
strong brand idea as it is your lifeline within a competitive
marketplace and your point of difference from your competition.
Once a company brand idea is defined, choose a
medium, or mediums that allow you to speak directly to your customers.
Consider the way in which customers interact with the delivery medium,
taking into consideration how this will effect the experience and
ultimately, the perception of your brand. For example, consider the
difference between branding online or via television, one encourages
you to sit forward and interact, the other to recline and relax.
Often through lack of understanding, companies
replicate their brand across various mediums with the same visual
treatment. Wrongly they assume that if it looks the same, people will
receive the same message. Consider this, there are two images of the
same car, one is static online and the other is in motion on the cinema
screen. They are the same images, but different in delivery, will this
communicate the same brand idea?
Consumers have high expectations of how your brand
should be delivered, a dynamic television commercial cannot be
replicated across to an internet site and convey a consistent brand
message, nor should it be expected that a great website will also work
as a television commercial. The impact of motion, sound, texture,
interactivity and visual style are the foundations of your brand
message and act uniquely to each delivery medium. Brand delivery is as
much about the texture of the paper you choose, as the colour you print
on it. The interpretation of colour has different meaning across
various mediums, a flat olive green may look refined and contemporary
in print, but online can look flat and lifeless.
In most instances it may be beneficial to have
simultaneous delivery of your brand message across multiple mediums,
reinforcing the brand idea with larger market exposure. The repetition
of your brand idea will re-enforce the company values, ensuring that
you are 'front of mind' when it comes to making a purchase decision.
The perception of you brand will also be effected
directly by the consistency of your branded message. Undefined,
inconsistent brand messages only confuse the consumer, making it
difficult to build a lasting impression of your company or products.
Below are 3 simple Immere rules to ensure brand success:
1. QUALITY
Quality product or services, quality time to develop the brand idea,
quality application of the brand message.Invest time in developing a
quality brand idea. Make sure you evaluate the message your customers
are receiving, the standard of visual application and how your brand
will compete in the marketplace. Always insist on quality!
2. APPLICATION
Choose a delivery medium that allows you to speak directly to your
customers, innovate in the application of your brand message and
consider simultaneous delivery across multiple mediums for greater
impact.
3. CONSISTENCY
Vital to the long term success of any brand, think repetition to
re-enforce your company brand idea and ensure that all branding is
always consistent to the company brand idea.
For further information on branding across
multiplemediums, speak to an Immere director.
About the Author
Brent Nolan is the Senior Designer at Immere, an Australianadvertising,
branding and design company. Immere's clients include Ansearch, an Australian search engine
and directory. | 