Integrated Branding Demands a Multi-Disciplinary Approach

Branding is more than just communication. The three most common communication activities according to Michael Levine, renowned PR specialist, are Advertising, Marketing and Public Relations. But communication alone is not enough. A brand lasts longer than any single advertising campaign or product promotion. It is a promise to consumers; an accumulation of emotional and functional associations. Using research and strategy provides clear directions and tools to plan and conduct engagement activities, design creative communication that builds brand across touch points.

Integrated Branding Demands

Integrated branding is the process of aligning all of the various promotional elements and marketing tools used to communicate with your target market and customers. Whether it is expressed in the company culture, packaging, advertising, website, promotional materials or trade show stands, brands need to aim for seamless connection and consistency.

Integrated Branding Must Be Built on Market Understanding

It is an accepted fact for brand managers that strategy should guide all advertising, promotion and public relations activities. Also, that branding extends way beyond brand names and logos. But, it is not so widely accepted that market research forms the foundation of effective brand strategy. Gathered data from regular research can help direct the brand evolution.

Integrated Branding Requires Understanding of Platforms

Although we say branding should be consistent across platforms, it’s important to understand each platform, recognize their pluses and minuses, and tailor the communication accordingly – all the while maintaining overall feel and tone. For example, an email campaign is an opportunity to send out more content with a loud call-to-action while social media platforms are suited to compelling graphics and concise messages.

Integrated branding thus requires a holistic, multi-disciplinary approach. It calls for a full-service creative design agency

• as delivered by Interics Designs. Across

brand identity creation, exhibition design and environmental branding, advertising and digital marketing, packaging and corporate events, Interics incorporates strategic, creative, and market understanding for branding with seamless connection and consistency – under one roof.

Contact Interics on www.intericsdesigns.com