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Authentic Expressions

By: Aniko Hill
Posted: June 18, 2008

page 4 of 4

Branding is a truly holistic process. A successful campaign is consistent through all brand touch points—whether a customer is using a product, talking to a service representative or making a purchase on a Web site. Brand communication on both visual and verbal levels must feel familiar to have the desired effect. Packaging, copywriting, printed collateral, Web sites, environment and photography style must have a consistent voice and tone for a brand campaign to work in harmony. It is critical that once brand identity is established, it is executed across all communications—both internally and externally. One weak link can have a huge impact on consumer confidence.

To continue reading this article, including "Branding Pitfalls," click here. You will be redirected to GCI magazine's Web site.