A solid and consistent brand is essential in today’s competitive B2B landscape. Your company’s interaction with customers and prospects leaves an impression, so ensuring your branding is aligned across all touch points is crucial. 

A cohesive brand identity is more than visual elements like logos and colors and encompasses your vision, company values, and your messaging. It builds trust, fosters recognition, and differentiates your organization from your competition. This article reviews the critical aspects of branding and emphasizes the importance of consistency.


Visual Branding

Visual branding is the graphic representation of your company’s identity. It sets the stage for how your customers, prospects, and employees perceive and feel about your company. Logos, colors, fonts, and your website’s overall look and feel should work together to create a lasting impression.

By developing a clear set of brand guidelines, you can ensure consistency in visual elements across various platforms. These guidelines should include specifications for logo usage, approved colors and fonts, and guidelines for creating cohesive visual assets such as email signatures, company letterheads, business cards, presentations, brochures, and social media graphics.

By keeping your brand guidelines simple and easily accessible, all stakeholders within the organization can reference and implement them effectively.

Your Messaging

While visual branding captures attention, messaging forms the backbone of your brand’s communication. Key messaging statements are concise, compelling summaries that articulate what your company stands for, what it offers, and why customers should choose your products or services. Developing well-defined key messaging statements helps ensure your brand consistently communicates its core values and unique selling propositions.

Furthermore, understanding your target audience is crucial in tailoring your messaging to resonate with different customer personas. By employing personas, which capture key characteristics and needs of specific customer segments, you can create targeted messaging that addresses their pain points, desires, and motivations. This personalized approach enhances engagement, builds relationships, and drives customer loyalty.

What is a Brand Champion? Consistency Across Your Organization

Defining a cohesive brand identity is essential to ensure consistency organization-wide. While your brand guidelines play a significant role, having a brand champion within the company furthers it. The brand champion advocates for your brand standards, ensuring everyone on your team understands and embodies your vision, mission, and values, utilizes your visual branding correctly, and embraces the consistent messaging outlined in your key messaging statements. This individual drives consistency through guidance, training, and monitoring brand implementation across departments.

Stand out with a Cohesive Brand

Want to stand out among your competitors? Establishing a cohesive brand identity and monitoring its implementation is crucial.

Branding is more than just a logo or color scheme—it’s the soul of your company that leaves a lasting impression on customers and sets you apart from your competitors. Embracing your brand elements and championing brand consistency will differentiate your organization and foster trust, loyalty, and long-term success.

Branding Services

RUNMARK offers complete branding services, including visual identity and key messaging statement development, the critical building blocks that drive your marketing efforts.


Give us a call at 844-545-3481 or complete the form below. We'll get back to you within 24 hours.

RUNMARK is your proven outsourced marketing department. We offer a wide range of marketing services and promotional products to help your company get noticed and grow, all backed by 30 years of marketing experience. For assistance, please complete our web form or give us a call at 844-545-3481. We are happy to help!

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