How Creative Consistency Across Touchpoints Improves Brand Perception

Think of some of the most iconic brands all time. What comes to mind? Nike? Apple? Disney? Most likely you think about a logo, a slogan, or a general aesthetic that is unique to the brand. Whether sleek, futuristic or full of princesses, you should be able to conjure up some visual. Related: How to maintain brand consistency in a sales organization Why do these brands leave such a strong impression? Because they have been able to craft a consistent, creative message that sticks with you. Any company will benefit from brand consistency in all touchpoints along the funnel. But before we talk about how they benefit, let's break down what this really means. What are the touchpoints? According to Salesforce, consumers interact with 6 to 8 touchpoints just to get to sales in the funnel. That's a lot of times to touch one brand before you commit to a conversation. And that's only the top of the funnel. As someone is transitioning from an unknown prospect to a customer (and an advocate), these are some of the touchpoints they encounter. Before purchase: website, blog, emails, social media, paid ads, public relations, sponsorships, event booths During purchase: website (again), local branches, delivery methods, e-commerce cart After purchase: customer support, knowledge base, customer surveys Bonus funnel: job postings, candidate communications As you put effort into each of these touchpoints, you want your audience to connect the dots. This saves you time, effort and money down the road. What do we mean by creative consistency? The Oxford English Dictionary defines consistency as "the quality of achieving a level of performance which does not vary greatly over time." In a creative sense, that's assuring your logos, design elements, messaging, tone and imagery stay the same from one touchpoint to the next. This is often achieved by first implementing a brand style guide and templates across teams, then maintaining open lines of communication and support with other teams creating touchpoints. Creative consistency means a level of work with your brand over time which does not vary greatly, such that people will recognize your brand from one interaction to the next. Why is this important? Creating a consistent brand image from one touchpoint to the next is important to for both psychological and economic reasons within your organization. It can help your company achieve the following results. 1. Makes your brand easily recognizable Humans are hard-wired to look for patterns. Since the beginning of time, we've looked for patterns as a way to survive. We've used them to speed up our information processing, as well as look for dangers in our environment. Creating a consistent brand helps people easily recognize and place your brand over time. It also helps people be more comfortable interacting with your brand along different touchpoints because they know what to expect. 2. Builds trust across channels Have you ever gotten an email that just doesn't look right because it's different than what you expected? If so, it's entirely possible that was a dangerous phishing email—and hopefully, you deleted it. Remember our reliance on recognizing patterns to survive? The same goes for building trust. Since humans are hard-wired to look for patterns, we're also wired to be suspicious of anything that deviates from the norm. Keeping your logos, colors and messaging consistent helps people see that they can trust your brand. This goes double for any communications from your support and services teams. Since people reach out to those teams when they're vulnerable and need help, creating a pattern of trust gives them reason to be comfortable working and sharing with your team. 3. Sets expectations with users Have you ever clicked an ad for an article, only to find out the article was not what you expected to read? It doesn't feel good for the user. How do you know you won't be disappointed again the next time you click? Users want their expectations met as they click from one touchpoint to the next. As users progress through your brand's touchpoints, they'll start to recognize each one as part of a larger picture. Everything you create will be part of that story. Creating consistency across everything from ad copy to messages from sales reps will reinforce the customer's expectations as they move from one phase to the next in your sales process. 4. Lays a good foundation for content Before you build a solid marketing plan, you have to start with a few building blocks—create some personas, map your customer journeys, inventory your assets and resources. Imagine how hard it would be to produce creative brand content when you're missing those pieces. To build an effective campaign, you have to know what imagery and messaging resonate, and what your audience expects to see. Do you have a quirky mascot, tagline or hashtag that you can build on? Then you can iterate on that concept's success to tell a better story. 5. Promotes effective storytelling One-off, single-channel interactions are out. Omni-channel, multi-touch processes are in. This is why we use techniques like ad re-targeting and marketing automation. As a marketer, you must connect the dots from one channel to another. Consistency across these marketing touchpoints builds a story over time. They may not see the pieces all at once, but they will feel their cumulative effects. You're more likely to respond to retargeting ads when the brand is one you recognize and trust. 6. Links everything together to create a single brand experience Think of how much money you spend to acquire a single customer. Almost always, that acquisition is not done as a single event, but done over the course of multiple touches. Each of those touches costs money to create (either in dollars or in time). To maximize that investment, potential customers should feel these touchpoints form a single experience. Don't try to reinvent the wheel with every project or campaign. While we should always be improving and building better campaigns than the last, it helps to start with a consistent design, template or ad, rather than continuously spending time or bandwidth to re-design it. Key takeaway Building touchpoints with creative consistency leads to an effective, cohesive, trustworthy brand, and the more time your company can spend on the same page working towards that vision, the better. Want to know more about the impact of brand consistency? Download our free 32-page report, chock full of stats & great insights.

MBA and MiM Grads Rejoice High Chances of Getting Hired!

MBA and MiM grads rejoice! They are still hiring! GMACs Year-End Poll of Employers shows positive hiring outcomes from 2015 and strong employer demand for graduate business students worldwide in 2016. This study includes survey responses from 179 recruiters from 159 companies around the world. Here are some highlights from the report. The hiring picture looks good for MBAs: †¢ 75% of employers plan on hiring MBA graduates in 2016. 85% expect to hire as many or more than they did last year (in 2015). †¢Ã‚  56% of employers expect to increase annual starting base salaries for new 2016 MBA hires at or above the rate of inflation. 41% will maintain salary levels from 2015. †¢Ã‚  82% of U.S. companies surveyed said they are likely to hire MBAs, compared to 63% of companies in Europe. †¢Ã‚  73% of employers offer internships to MBA students, and 92% of those employers expect to maintain or increase those positions in the coming year. The picture is also positive for MiM and MAcc grads: †¢ 71% of employers met or exceeded their hiring goals for Master in Management grads in 2015. 85% of employers expect to match or exceed their hiring count from last year. †¢ Employer demand for MiM graduates is 57% in Europe, compared to 25% in the U.S. †¢Ã‚  For Master of Accounting grads, 76% of employers met or exceeded their 2015 hiring goals. 85% expect to maintain or increase their numbers this year. †¢ 50% of employers plan on increasing annual base salaries for new Master of Accounting hires in 2016, while 50% plan on maintaining 2015 salary levels. You can see the full report here for more details. Related Resources: †¢Ã‚  MBA Admissions A-Z: 26 Terrific Tips †¢Ã‚  Payscale: How Much Can You Earn, and How To Earn It †¢Ã‚  2016 Financial Times Global MBA Rankings

Webster University Admissions ACT Scores, Admit Rate

Analysis Of The Book Boy 21 - 1911 Words

I chose to read Boy 21 because when I read the summary of the book, the summary said it was about this varsity basketball player, Finley who played the can to escape the town he lives in and the temptations around him. I believe this is one of the many good reasons for sports. I feel like many good athletes today do this to escape their problems. Judging the book by its cover it looks like it will be very related to a lot of kids. And it seems like it will be fun book to read. Characters Finley is the main character in Boy 21. He is dating Erin who also plays basketball. He is going into his senior year of high school playing varsity basketball. Erin is dating Finley. She is also going into her senior year of high school playing basketball as well. Rod is Erin s older brother who looks like a bodybuilder. He is in a band and has celtic tattoos all over his arms. Because of him Erin and Finley are safe to go around their town without any of the criminals laying their hands on them. Russell/Boy1 is a great basketball player that is very smart and a good kid. Many colleges want him to play for them. Both of his parents were murdered and this changes Russell. He moved in with his relatives Ms. Allen and Mr. Allen and changed his name to Russ Washington so no one knew his true identity until he was himself again. Terrell Patterson is on Finley s basketball team and he scores a lot of their points. He calls Finley and Boy21 White Rabbit and Black Rabbit. Notes/FeelingsShow MoreRelatedLord Of The Flies By William Golding1152 Words   |  5 PagesJonathan Vautour Mrs. Fils World Literature 3 November 2015 Simon: Lord of the Flies The book â€Å"Lord of the flies† is story of a group of boys who were marooned on an island and forced to survive and the effect on their moral stability. In the beginning the reader is introduced to the character Simon. 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Adam and Eves Relationship to Each Other and God in...

Most certainly all theologians and readers of the Bible interpret Genesis story of the creation of Earths first human couple, Adam and Eve, as one of comedy-turned-tragedy, being that their blissful lives were shattered when Satan tempted Eve with the promise of knowledge by eating the forbidden fruit of the Tree of Knowledge, the one tree in the garden that God designated as untouchable. However, Genesis does not fill-in the missing background information as to the reasons why man and woman came to be the first rational, mortal creations of Gods divinity. Moreover, most believers in the Bible do not know the specific similarities and differences regarding the two humans characteristics, and how their relationship impact each other as†¦show more content†¦He blessed man and woman, although biologically different, with characteristics that were passed down onto future generations: Not equal, as thir sex not equal seemd;/ For contemplation hee and valor formd,/ For softness sh ee and sweet attractive Grace (Book IV, lines 295-297). Men were blessed with philosophical reasoning whereas women were blessed with intuitive reasoning. According to Roberta Martins article, Milton and the Intelligible Flame: Sweet Converse in the poetry and prose, Adam and Eves conversation is a creative act producing higher states of mind and spirit on the abstract level, and progeny on the physical, and while conversation leads to degrees of intellectual, spiritual, and bodily union, it allows each of the First Parents to retain individual identity. Unlike married couples of today that war with the social roles and complications in a domestic lifestyle, Adam and Eve were created to work in peace and harmony with each other and their charges- the animals and plants. They compliment each other, holding no authority over each others actions, treating each other with the utmost respect, returning each others loving declarations with an equal show of affection by both parties, and t he match between beauty and intuition, strength and intellect is simply sublime. Moreover, they share the responsibility of tending the garden withoutShow MoreRelatedParadise Lost Critical Analysis1680 Words   |  7 PagesMilton: The Secret Feminist Throughout the poem of Paradise Lost, gender inequality is visible in the relationship between Eve and the male characters. Upon a closer look, one can see that, in a nuanced manner, the poem challenges much of the Eve’s discrimination. Common interpretations during the time period depicted Eve as a weak-minded, subservient, or evil woman. Instead of following a similar pattern, Milton goes so far as to defend Eve by forming a relatable and persuasive Satan and describingRead MoreMilton s Paradise Lost : The Fall Of Humanity And The Fallen Angels844 Words   |  4 PagesMilton’s Paradise Lost is reviewing the fall of humanity and the story behind each particular and important character, like Satan, the arc-and the fallen angels, but most importantly Milton shows the story from Adam’s and Eve’s point of view. Their characters and personality not only grow but develop so much between their ordinary lives and the fall. 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The Theology of Illness - 651 Words

The spiritual significance of illness and suffering is a topic Christians continue to grapple with, as Larchet points out in The Theology of Illness. Scripture offers a wealth of wisdom and cues for understanding illness, health, and healing from a Christian perspective. Larchet analyzes the various and often contradictory Christian positions on health and illness, revealing how attitudes have shifted over time and with changes in medical technology, practice, and ethics. For example, St. Barsanuphius presents a comprehensive analysis of the spiritual significance of illness and suffering. One view holds that illness signifies a lack of faith; another presents illness in terms of a person who is offered the opportunity to develop a stronger faith, or whose faith is being put to a test like the story of Job. Ultimately, the latter remains the most helpful way to approach illness and healing from a Christian perspective. The essence of Christian health care is that, Healing itself, whi le resulting from natural processes, actually comes from God, (Larchet 116). There are several theoretical pitfalls a Christian may encounter when grappling with his or her illness or that of a loved one. For example, it may be tempting to place ones faith in modern medicine and forget that God provides the power with which to access, use, and succeed with modern medicine. This point of view is understandable given the secular nature of the modern medical system. Yet only God is responsibleShow MoreRelatedChristian Theory of Counseling Essays1211 Words   |  5 Pagesdisciplines of theology, psychology, and Scripture. In providing a holistic approach in to counseling individuals, it is prudent to survey one’s mind, body, soul, temporal systems, and super natural systems, in which all influence the person. 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Anxiety takes away these messages and tranquility causing illness in one’s life â€Å"Stress depletes our natural brain tranquilizers† (Hart, 1999, p.5) resulting in panic which can be an acute illness called a â€Å"panic attack† or a chronic aliment known as â€Å"panicRead MoreHealthcare Faith and Healing1490 Words   |  6 Pagesthe Sikh, Shinto and Buddhist faiths, proceeds from a Christian healthcare perspective. To initiate the discussion, it is appropriate to first consider some of the Christian care-giving values that drive this perspective. Christian ethicality and theology are important forces in healing, especially through its invocation of spiritual hope. Hope is a sentiment which has commanded recognition as bearing a place of importance in human affairs throughout recorded history. This creates a documented associationRead MoreThe Bible And Worship Essay871 Words   |  4 Pagestheological education. Some churches end as a cult or never progresses in its teachings. 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This will not be that kind of sermonRead MoreMarxism and Health Care1239 Words   |  5 Pagesand help to highlight the social determinants of health. The application of theoretical perspective being employed in regards to health can be further explored through the analysis of fundamental Marxist ideologies. The fundamental basis of Marxist theology has strong links to health as it is concerned with the distinction between the upper c lass and the lower class. In particular Marxism explores the working classes inability to exercise adequate control over the determinants of health. Through extensiveRead MoreSaint Thomas Aquinas Essay1591 Words   |  7 Pagesand a patron of catholic universities. Many religious orders study and follow the teachings and followings of Saint Thomas Aquinas. In this paper I have uncovered the true life of Saint Thomas Aquinas and his methods of Theology. He strongly emphasized his belief of theology through revolation. By looking further into his teachings, I have become more familiar and feel closer to my own personal faith. Saint Thomas Aquinas is one of the most famous saints of the Catholic Church. He is calledRead MorePsychology, Theology, And Spirituality Essay1665 Words   |  7 Pages Mark R. McMinn’s (2011) Psychology, Theology, and Spirituality in Christian Counseling establish a way to bring Psychology, Theology, and Spirituality to Christian Counselors. He introduces a replica of how to integrate the three disciplines in the counseling office. The purpose of the book is to instruct counselors how to integrate categories of Psychology, Theology and Spirituality into Christian Counseling. McMinn (2011) contends that many challenges both professional and personal face Christian

Goodyear Essay Example For Students

Goodyear Essay Haven, Connecticut in 1800. Charles wasthe oldest child in his family and hadfour brothers and a sister. He marriedClarissa Beecher in 1824. The y had 6children, Ellen ,Cynthia, Sarah, a un-named child, Charles Jr. ,and William . son William died at 3 Yr. Most of his lifewith his first wife and children were inpoverty . He remarried after the death ofhis first wife to Fanny Wardeell ofLondon England. Charles died on July 1, 1860 himself a poor man ,the way heCharles had an average education .Hewent to high school but not college. Hedid do an apprenticeship in New York ina hardware store. Charles was veryinfluenced in his early childhood by hisfathers interest in inventing things. Hisfather experimented with new types ofpitchforks, etc. Charles did not haveIn 1821, he worked with his fatherin a hardware business. This business failed in 1830 The y tried to expand toquickly causing them to go bankrupt.rubber and inventing new things. Indiarubber was not used in industry becauseof the adhesives of the surface. It was toosticky when hot and too brittle whencold. Goodyear spent most of his life inlimited usefulness to industry. Rubberproducts melted in hot weather, frozeand cracked in cold, and adhered to everythi ng. One day, one of Good yearsearly experiments was that he discoveredworkable. But his big breakthrough wasrubber mixed with sulfur on a hot stove. Goodyears discovery of what came to berubber so it could be applied .Goodyearachieved very little recognition fo rbefore he died. He had a few companiesusing his process and was earning somemoney . He was satisfied knowing thatcome true. Today the Goodyear Medalvulcanization process, and is awarded to honor individuals for outstandingon today is the use of rubber for a widerange of products including tires . Rubber is also used for other things such as ..mouse balls and for the littlebuttons on TVclickers. (thank good nessfor rubber) Without rubber we wouldstill be wearing leather(ect.) soled patented vulcanization strengthenedrubberso it could be used for a varietyof industrial uses, including automobiletires eventually. Rubber also helpedmake one of my favorites, snowmobiletracks so I can go snowmobileing withmy dad at our camp in Vermont. I dontknow what I would do without rubber. Rubber changed ways of transportationmany occasions because he had overduedebts that he could not pay. CharlesGoodyear didnt invent the tire yet hehas one of the biggest tire companies inGood year had other inventions besidesvulcanization he also invented alongwith his father improved pitchforks. Bibliography: