unified branding strategy

One of the most important goals of a marketing team is to be able to create a unified brand across all of the touchpoints and stakeholders. Due to the prevalence of digital outlets, there have been many new platforms where marketing teams need to cover and make sure that all of the messages are unified.

Brands and corporations are constantly struggling to be consistent and create a singular image without inconsistencies on every platform because when that doesn’t happen, the customers can look at the brand and have one experience, while the employees have a completely different experience, and the investors have a completely different picture from the previous two – all of which results in brand confusion at best, and brand conflict at the worst.

Having a unified brand strategy means that the engagement between the people who are representing the business and those who are only experiencing it should be a lot more consistent.

However, most of the time, businesses only end up focusing on one or two aspects of their brand image and tend to ignore the opportunity to turn their employees into advocates for the company. In some cases, many corporations end up assuming that they only need a strong product to attract consumers.

More Than Social Media

There are practically countless tactics for creating marketing campaigns and using tools and resources, and social media is just one of those tools. While the great thing about social media platforms is that the brand can immediately receive consumers’ reactions about what they deem is important and what isn’t, all of the available channels should be analyzed in detail to really know the risks and benefits.

Suppose the brand isn’t certain that it can easily present itself as authentically as possible on certain platforms, or even engage in an open dialogue with the audience. In that case, that platform shouldn’t be used at all. Additionally, each platform should be used differently, and with a specific goal in mind, and the business needs to take its time in figuring out which platform should be used for which message.

Employing Employees

When a brand can appeal to both the logic and the emotions of its employees, it will be able to attract and retain good employees. With effective employer branding, where both the internal and the external views are used to discover all of the aspects of the brand experience for the employees, a company can get valuable insight into employee motivations.

Additionally, a great way to market a brand is through its own employees, who can become brand ambassadors. These are the best people who can credibly communicate about the company itself and make the things behind the scenes credible for the public. By shaping the employer branding of a company, out of the culture inside of the company itself, and then putting the employees at the center of that branding, companies can easily motivate those employees to channel their own pride and recommend the business itself.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.