Answer to Question #156089 in Management for Prabhdeep

Question

What do you understand by brand message execution consistency? what is one voice one look message execution strategy in Integrated Marketing Communication? list some of the practices that marketers use to achieve this objective ?(please answer in 200 to 250 words)

Answer 1

Brand message execution consistency refers to the practice of message delivery that is always aligned with the core brand values at the same time presenting the brand logo and repeating similar colors throughout the visual brand elements. The elements in the brand include essence, positioning, attribute, and identity. These elements become ingrained in consumer minds which make them more likely to remember the brand. Brand consistency guarantees that your brand is easily recognizable across various touch points and marketing channels. Similarly, it ensures brand recognition and differentiation.

In integrated marketing communication, one voice one look message execution strategy is the integrated advertising whereby all the advertising messages and materials have a similar feel, look, and message. It is also a focused, consistent, comprehensive, planned, and goal oriented methodology to communication and marketing. This strategy is intended at bringing a variety of different communication tools together for the delivery of a common message and making the anticipated influence on customers.

Some of the practices that marketers use to ensure integrated marketing communication include product promotion, brand focus, consumer experience, the use of social media to increase awareness and preference for products and services, content marketing, email marketing, direct responses, employees’ uniforms and dress codes, and pricing strategy.