No matter the size of your organization, there often seems to be the problem of the right hand not knowing what the left hand is doing. This can confuse a lot of issues on a corporate-wide scale, not the least of which is marketing. When you send different marketing messages from different departments, consumers get confused as to which one is which.
When every outgoing message runs through a central location, there is a standard, which is often called marketing-communication guidelines. However, when a rogue department decides to plan an event, it will send out its own emails and perhaps print flyers—often with unapproved logos and taglines. On the receiving end, the consumer can wonder what’s different about the company and why it’s chosen to go in a different direction.
It is the role of each department in an organization to be consistent with the company’s brand, whether or not that department is marketing. And it is the job of marketing to train everyone else how vital it is that the brand messaging remains the same no matter what the purpose is and who’s sending the message.
Just imagine if you went to a McDonald’s in Boise and found that they only sell vegan food and smoothies. The Golden Arches greeted you, yet there’s no Ronald McDonald, no Big Mac, no consistent brand. You’d probably start to wonder what happened there, and it might make you stop giving your business to McDonald’s.
Whether you are a one-person company or have thousands of employees, make sure that your marketing message remains the same day after day through all venues: print, Web, television, radio, and even in one-to-one, spoken messages. Your customers can feel confident in your brand and be better able to share your message with their friends and family.
Image by Matthew McVickar via Flickr CC