Why is integrated communications important to brand development?

The key to brand development is consistency in your brand’s presence. The main question arises, how do you maintain consistency in your branding efforts? Integrated marketing communications is the bonding force to keep your marketing effort consistent in brand development. Integrated marketing communications or “IMC” is defined by the American Marketing Association (AMA) as a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. The integrated marketing process enables your brand to establish and build a recognizable voice across various channels in the promotional mix such as:

  • Advertising
  • Direct marketing
  • Digital marketing
  • Sales promotion
  • Public relations
  • Personal selling

Creating this cohesive and consistent brand identity via integrated marketing communication will help grow overall awareness for your brand. Customers and consumers see countless ads/promotional materials every day such as a billboard, social media post, or TV ad, aspects such as the logo, messaging, tone and overall aesthetic need to be more or less consistent. Brands that are able to create a unique brand voice and develop their brand cross channel are those brands that consumers recognize and remember. If you and your team can harness the power of integrated marketing communication to create consistent messaging/branding across all platforms, the higher the odds are that your content will be able to break the cutter to be recognized/remembered by your target audience.

By: Brandon Diaz

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