At first glance, the challenge facing brands today appears to be one of amplification – in a crowded marketplace, whoever shouts loudest gets the attention. Yet a simple analysis will reveal that the correlation between volume and outcome seems tenuous at best.
Rather than turning up the volume to 11 and acting as the gatekeeper for all brand communication, the focus should be on creating a high level of consistency of perception around the brand identity. In other words, developing a brand with a clear, identifiable personality.
Yet achieving this in a world of ever-expanding communication channels is a considerable challenge. With the boundaries between marketing tools becoming increasingly blurred, any increase in the scope and complexity of communication – combined with the inevitable increase in the number of parties involved – runs the risk of delivering content that fails to align fully with the brand identity. No doubt social media and other channels enable brands to connect with customers in new ways, however these methods can also dilute brand identity very easily.