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Integrated Branding: Synergising & Streamlining for Building Brand Equity
Every large corporate organization or a product has a brand promise that needs to be articulated and then
communicated with clarity and consistency. Never has this been more relevant than today, when the
Business 2 Business landscape is noisy, confusing and ever-changing.
Marketing, PR, digital communications, television, space branding, outdoor, in-store – the opportunities
and challenges for presenting and
reinforcing your brand keep growing –
making it all the more imperative that
branding should be holistic, synergistic
In their book Integrated Marketing
Communications, Pickton and Broderick
outline the four key concerns (4 Cs) that
need to be addressed in order to create a
successful integrated marketing campaign.
These are Coherence (different
communications, logically connected);
Consistency (multiple messages supporting
& reinforcing but never contradictory);
Continuity (connected & consistent communications through time); and Complementary (synergistic).
Integrated branding means your stakeholders recognize and know your brand wherever they encounter it
. Visiting your factory or your office, meeting you at an exhibition, visiting your website or seeing your ad
in a magazine. Each interaction with your brand needs to “feel” the same, speak the same language.
Integrated branding will ensure you develop and deliver your brand with synergy and consistency, and
provide a convincing, more compelling experience in each and every interaction.
Integrated brand image building is a process in action, combining research, strategy, design and execution
– under one large ‘brand umbrella’. The objective? To create deep, long-lasting relationships with
audiences, increase sustainable brand value and return on investment.
A company with a strong brand will build strong Brand Equity, attract more investment and lure better
A company that presents itself consistently will engender more trust than if it is doesn’t.
Integrated branding needs to start at the outset, and makes sound business sense for all businesses, big
and small. Interics Designs can partner with companies to build integrated brand communication that is
aligned and appealing. Based on the important touch-points, Interics knits together brand
communications to optimize brand messaging.
A multi-disciplinary creative design agency in India, Interics has proven expertise in Brand Strategy, Brand
Identity Creation resulting in higher brand equity.
Interics also excels in Corporate Identity programs, and has considerable experience in exhibition design,
environment branding and digital marketing.
Over almost 3 decades, Interics has worked for a number of retail brands and B2B clients, from Pharma,
Automation, and Automobile to Heavy Machineries.
Contact Interics on www.intericsdesigns.com