7 Keys to Marketing Genius: Consistency is Key to Good Branding
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
To reinforce and promote an image, the organization must use its logo and tagline at every opportunity. All marketing materials should look the same, feel the same, and share the same style. In other words, to achieve synergy all marketing communications should be in alignment with one another (Key 2).