How to achieve brand coherence?

Brand personality is the way a brand communicates to an audience through the use of tone and creative assets across all channels.

What is brand personality?

How a brand coherently communicates to its audience from messaging and tone to creative assets across various channels is brand personality. 

Why is it important?

To ensure consistent communication throughout using the same language at every touchpoint is the reason why brand personality is important. Communicating with one voice through everything they see and hear is the easiest way to look at it.

Why is coherence a challenge for brand personality?

A companies marketing function tends to be generally a mixture of different managers and agencies that deal with everything from advertorials to video and social. The media is ablaze with new material, creative ideas and hype as the content are buzzing. With impressive pitches showcasing big-budget campaigns and so many media, video and creative agencies out there for a major brand, how to retain coherence?

Moving ahead, there are high chances for third parties to showcase a portfolio of great design ideas from several clients and hope that something grabs your attention. Anything that got your attention will become your ‘template’ for success and the one who did it will be put on your account. But the question is that how it is consistent with your brand personality?

Your sub-brands is another important consideration. The main problem is the way you deal with the challenge of managing an eclectic portfolio of brands while simultaneously protecting your brand identity, equity and advocacy? 

Ways to increase the coherence of your brand personality

Here we have shared a few ways that might help to increase the coherence of your brand personality:

Strengthen your in-house teams:

Nobody is aware of your brand strategy, brand guidelines and consistent brand management the way your in-house team. There can be amazing ideas that a third party can come up with bringing the steak and the sizzle, they don’t have the same understanding. The average human being can perceive this incoherence subconsciously, changing their perception, recognition, and association with a brand.

Combine agency creative:

Combining creative work into fewer agencies so that brand coherence is more likely might be a counter-intuitive approach. To ensure congruence this should involve an element of monitoring from in-house designers or brand managers. This can also be achieved, by centralising all creative work in one office for a dispersed organisation.

Analysing your creative assets scientifically:

Neuroscience for branding is one option to police your creative agencies without internal resources. This enables the enhancement of positive association, visual recognition, and the coherence of your brand(s). It also makes sure that any social campaign from a particular agency is not communicating varying ‘signals’ and emotional responses to a media agency. Also, whatever you see with your eyes is not the same as what your brain will process. Perception plays a really big part in the response of your brain.