Be consistent and coherent

Good communication is an essential ingredient to maintain your company's brand. From the signage on your building to your letterheads and business cards, from your offline advertising campaigns and mailshots to your website and online marketing activity, from your product packaging to your customer services call centre being 'on brand' means that all your messages to the outside world as well as within the organisation should be consistent and coherent both in terms of form (how it looks) and its tone of voice (the right message said in the right way).

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