Many companies lack a common thread in their communication. This not only costs time, but also money. Without a common thread, they start again from scratch with every new marketing measure - be it a trade fair stand, an e-mail invitation or a campaign. The measures are then usually developed under great time pressure and even if one or the other pearl in marketing is certainly created in this way, the result is usually only "satisfactory". Countless campaigns and materials are created that neither thematically nor visually fit together and companies miss the opportunity to anchor themselves in the minds of their leads with a clear image.
1. Why needs Your corporate communication a red thread?
Establishing a coherent brand image in your communication increases the recognition value of your brand. However, the common thread in your communication not only improves your external image, but also internal processes: New media can be developed faster and more cost-efficiently, whether by you in the company or by an agency. You always have a point of reference that makes it easier for you to create or brief your agency.
2. How find you your red thread?
It is important that you proceed strategically. If your company does not yet have a clear marketing concept, now is the time.
- Stocktaking
What do the markets currently look like? Who are your customers and target groups? What products and services do you offer? What is your competition currently doing and where are you better or where do you need to catch up? Which successful projects have you had recently and which marketing measures do you already use? - SWOT analysis
Assess the strengths and weaknesses of your company analogous to the SWOT analysis. - Solutions
How do you build on your strengths? How do you overcome your weaknesses? - Strategy
How can you implement the solutions you have developed? Plan which marketing measures you want to use. Which channels (on- and offline) do you want to use? What resources do you have and how do you allocate them most effectively? Define your goals smartly and close to the results of the previous steps. - Project plan
Define timeframes, responsibilities, channels, media and budgets for your marketing projects.
Make sure that your goals are realistic and measurable and that you always have your target groups in mind.
Once you have the strategic framework, it's down to the nitty-gritty.
How can you position yourself in the market so that you really stand out from your competitors? What is your unique selling proposition? Orientate yourself on the strengths that you have defined for your company. What story can you spin from this that pays into your brand essence and is flexible enough to be retold again and again?
This is a real challenge. Depending on the workload and capacity of your marketing department, it is worth hiring a strategic marketing consultancy for this task. Even if you don't hire an agency, get the feedback from outside - for example from your network of industry experts, colleagues and partners.
3. How set you the results implement?
You have the hardest part behind you - now it's time for implementation. Have a corporate design created that makes sense: colours and typography should match your existing (or new) logo and claim. The same goes for the imagery and any key visuals. Your positioning and your corporate story should be reflected in an appealing and modern way. A skilled and creative team is the most important ingredient.
4. Conclusion: A sustainable corporate story saves time and money
With a well thought-out marketing concept and a stand-out corporate design, you have a strong foundation for all your future projects - be it the development of a trade fair stand, the design of product brochures or the like. In addition, all newly developed measures will be more sustainable because the story on which the idea is based does not keep changing. Your target groups have an anchor, recognise you and can relate to you, no matter through which touchpoint they come into contact with you. They are continuously told a story that is fully focused on them.
Marie Great
The strategy and creative teams at Blaupause are passionate about creating relevant and creative content for our B2B blog. Do you have a topic related to B2B marketing, innovation management, employer branding, etc. that you'd like to learn more about? Bring it on!